Cambridge
Academy
In London

Course Objectives

By the end of this course, participants will be able to:

·        Identify the different types and characteristics of crises.

·        Develop a list of the different principles of crisis communication.

·        Plan crisis management operations that seek to mitigate their potential impacts on their organizations.

·        Explain the benefits of using media in times of crisis.

·        Evaluate and prioritize the dimensions related to crisis communication management.

·        Analyze and interpret the results of crisis communication management.

Course Outlines

Day  1: Defining Crises:

·        Overview of the communication concept

·        Different types of communication

·        Key aspects of crises

·        Evolution of crises

Day  2: Principles of Crisis Communication:

·        Set clear goals

·        Rapid response

·        Responsibility

·        Relevant messages

·        Get to know your audience

·        Demonstrate and maintain reliability

·        Coordination with others

·        Continuous follow-up

Day  3: Crisis Management Process:

·        Pre-crisis

·        Crisis Management Plan

·        Crisis Management Team

·        Role of the spokesperson

·        Crisis phase

·        Initial response

·        Reputation repair

·        Post-crisis phase

·        Lessons learned

·        Follow-up and communication

Day  4: Media and Communication in Crisis:

·        Media and Communication 

·        Media as a partner when responding to crises

·        Social Media and Crisis Communication

·        Social media as a useful tool or challenge

·        Effective use of social media in crisis communication

·        Dimensions of Crisis Communication Management:

·        Standard of operational decision-making

·        Victim Management

·        Trust and reliability

·        Behavior

·        Career prospects

Day  5: The ethical dimension

·        Lessons learned

·        How to Measure Your Results in Crisis:

·        Measuring outputs

·        Measuring crisis effects

·        Measuring results

·        Measurement Program Steps

·        Goal setting

·        Audience selection

·        Define benchmarks and measurement indicators

·        Choose timing, budget and measurement tools

·        Analysis of findings, debriefing and recommendations.