Cambridge
Academy
In London

Introduction

In emergencies and crises, communication can save lives, protect reputations, and sustain public trust. Crisis & Emergency Risk Communication (CERC) equips leaders to communicate quickly, clearly, and credibly under uncertainty—before, during, and after incidents. This immersive program builds the skills and tools needed to prepare messages, coordinate spokespersons, manage misinformation, and support recovery communications across stakeholders and channels.

Course Objectives

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

·        Apply CERC principles across preparedness, response, and recovery phases

·        Develop clear risk messages that reduce harm and build trust under uncertainty

·        Establish crisis communication governance, roles, and decision workflows

·        Lead media, spokesperson, and stakeholder communications during incidents

·        Manage misinformation, social media dynamics, and public concerns effectively

·        Design post-crisis evaluation, learning, and improvement plans

Target Audience

This course is designed for:

·        Crisis management and emergency response leaders

·        Public affairs, communications, and media relations professionals

·        Health, safety, security, and operational risk managers

·        Government, NGO, and corporate incident management teams

·        Spokespersons and senior leaders involved in emergency communications

Course Outlines

Day 1: CERC Foundations & Communication Preparedness

·        CERC overview: why communication is a protective action in emergencies

·        Risk perception: how people process fear, uncertainty, and conflicting information

·        Credibility and trust: empathy, transparency, and consistency

·        Building a CERC preparedness plan: roles, approvals, and activation triggers

·        Activity: Stakeholder mapping + crisis communication readiness self-assessment

Day 2: Message Development for High-Stakes Situations

·        CERC message principles: be first, be right, be credible, express empathy, promote action, show respect

·        Crafting protective action guidance: clear instructions and behavior-change wording

·        Message mapping: key messages, supporting facts, and anticipated questions

·        Communicating uncertainty and evolving information responsibly

·        Workshop: Create message maps for 3 scenarios (public safety, service disruption, reputational issue)

Day 3: Media Management & Spokesperson Excellence

·        Media dynamics in crises: deadlines, angles, and pressure points

·        Spokesperson readiness: bridging, flagging, and handling tough questions

·        Press briefings and statements: structure, timing, and visuals

·        Internal coordination: aligning leaders, operations, legal, and technical experts

·        Practical activity: On-camera/role-play media interview + live press Q&A simulation

Day 4: Digital Crisis Communication & Misinformation Management

·        Social media in emergencies: speed, rumor spread, and community management

·        Misinformation and disinformation: identification, response strategies, and escalation

·        Monitoring and listening: dashboards, sentiment, and issue tracking

·        Multi-channel coordination: web updates, SMS/email, hotlines, and community outreach

·        Case study: Real-time rumor control exercise + social response playbook design

Day 5: Coordination, Recovery Communication & Continuous Improvement

·        Multi-agency coordination: joint information systems, partner alignment, and approvals

·        Communicating during recovery: restoring services, compensation/support, and reassurance

·        Community engagement: listening sessions, addressing concerns, and rebuilding trust

·        After-action review: what to measure, capture, and improve for future readiness

·        Final group project: Complete CERC plan (governance + message maps + channel plan + monitoring dashboard + after-action template)

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