Bespoke training courses | online or in-person

1.1 Why effective PR crisis management is critical for businesses and charities.

1.2 Overview of common crises affecting businesses and charities.

1.3 The high stakes of a PR crisis - the cost of being unprepared:

• Real-world examples of crises and their outcomes.
• The long-term impact of mishandled public perception.
• Benefits of a proactive approach.

2.1 What is a PR crisis?

• Defining a PR crisis vs. a routine issue.
• Types of PR crises: reputational damage, social media backlash, employee misconduct, product/service failures, and more.

2.2 Understanding the role of the mainstream media, wider stakeholders, and social media in a PR crisis.

2.3 Scenario planning for PR issues:

• Identifying vulnerabilities in your brand's public image.
• Brainstorming potential crisis scenarios and assessing their risks.

Group discussion on a well-known PR crisis: What went wrong and how it could have been mitigated?

Feedback and discussion

5 min break 

The core elements of a PR crisis plan:

• Establishing a crisis team with clear roles (e.g., spokesperson, media liaison, social media monitor).
• Developing a decision-making protocol for rapid responses.
• Crafting holding statements for immediate release.
• Key dos and don’ts when engaging with media and stakeholders.

Resources:

• Crisis plan templates and scenario worksheets.

Tailoring your messaging for different audiences: media, stakeholders, customers, and employees.

Transparency vs. withholding information: striking the right balance.

5.1 Using media tools effectively:

• Preparing press releases, FAQs, and statements under tight deadlines.
• Monitoring social media and media coverage for real-time updates.

6.1 The "golden hour":

• Immediate actions to control the narrative and prevent escalation.
• Engaging proactively with the media.

6.2 Handling tough questions:

• Techniques for responding to challenging media inquiries and criticism.
• Avoiding common pitfalls: “no comment,” defensiveness, or overpromising.

6.3 Calming stakeholders:

• Addressing the concerns of employees, partners, and customers effectively.

Mock PR crisis simulation:

• Participants work in small groups to draft a response to a fictional PR crisis.
• Facilitated review and feedback on strategies and messaging.

8.1 Strategies to repair reputation and restore trust post-crisis 

8.2 How to identify and craft positive news stories in the aftermath.

8.2 Techniques to build and nurture positive relationships with journalists and social media influencers who covered the story.

Additional people £109pp

* In-person training may incur additional costs - get in touch to discuss.