Managing Crisis Communications – 2 Day Intro

Did you know that as of 2019 69% of brands had experienced a crisis and 7 out of 10 leaders had had to negotiate their business through it? 

And as 2020 and 2021 are showing, with global health concerns, political upheaval and fiscal instability the landscape isn’t looking less challenging.

Does that mean every business will face some sort of crisis?

Yes, potentially. 

But evidence shows that there is a formula to getting ahead of crisis, managing it effectively and even stopping it completely; and that’s where Crisis PR training comes in.

Crisis communication is the method by which we share the messages we WANT the public to get when something goes wrong.

To do it right you need awareness and understanding of key elements of the process, including:

  • How to predict where a crisis might come from
  • How to manage the crisis internally
  • How to share the right message, in the right way at the right time externally
  • How to make sure you don’t face the same crisis again.

Over two days, we’ll teach you the knowledge we’ve gained over two decades to ensure that when you need to share bad news, you do it successfully.

Key Learning Outcomes

Build a message house
Map who is in the conversation
Empower your team to handle the crisis with confidence
Know how and when to say sorry
Write a crisis statement
Manage Social Media
Choose and train your spokespeople
Analyse Sentiment and Assess the Crisis Curve

Course Outline

Day 1 - Learning the Theory

Session One: What is a crisis:

  • How it develops and why you need to learn what to do
  • Short- and long-term impact of crisis on business
  • Analysis of real-world crisis in action – what went wrong and why


Session Two: Roles and responsibility:

  • Why your crisis team is the most important corporate asset
  • How to assess who to use in a crisis
  • Processes and methodology
  • How to onboard your crisis team
  • Keeping your crisis team up-to-date


Session Three:  Stakeholder Mapping:

Learn the IAMP model and how to create it:

  • Identify your stakeholder groups
  • Analyse their interests and relevance
  • Map their needs, power and influence over your crisis
  • Prioritise stakeholders and their identifying needs


Session Four:  Creating Your Message House:

  • What is a message house
  • Different message house structures and when to use them
  • How to structure key messages, for length and goal


Session Five:  Building your Response

  • Capturing and framing the facts
  • Creating a statement – what to include and how to structure your response
  • Holding statements and when to tease out the next steps


Session Six: Talk to the Media

  • How to create allies out of journalists
  • Understanding the job they do
  • How and when to say sorry
  • Sentiment and tone, body language and persona
  •  Choosing and training a spokesperson

Day 2 - Consolidating Your Learning

Session One:  The crisis hits

  • What would you do?
  • Who would you tell?
  • What do you need to know?
  • What tools do you want to use?


Session Two:  The crisis deepens

  • How do you assess the scale of your crisis?
  • What do you do now?
  • Practical Skills:
  • Prepare a Q&A
  • Real World Crisis Roleplay from all angles
  • Journalist – write 5 questions you want to ask or know the answers to
  • Spokesperson – write 3 points you want to get across, response to answering questions
  • Employee – what do you want to know? How do you get more info? How has this situation affected you?
  • Victim or victim’s family: what do you want to do?
  • Customer – what do you want to know or do? How will you respond to journalists questions?


Session Three – The Digital Crisis

  • The digital crisis – social media and how it can impact your crisis
  • How to monitor your mentions
  • How to answer and manage tricky points
  • Real world social crisis management – exploration of issues and how they could have been avoided


Session Four:  Recap and discovery

  • Other topics to cover
  • Crisis by association
  • 5 minutes of fame
  • Crisis audit tips
  • Questions
  • Recap and Discovery – what are your key takehomes?
  • What’s next?  The steps to put in place back at your desk


Additional Course Bonuses:

Alongside the course education, you’ll leave with a full Crisis Workbook worth over £300, with templates and guides for each of the sections above, as well as a certificate of achievement to be shown and used on LinkedIn

We also offer a month’s post course digital helpdesk support, worth £200 for any questions relating to what you’ve learned

COSTS and the Day

The course begins at 10am and finishes at 4pm each day. 


£395pp using zoom delivery

Study with us in person on a public course:

£495pp at a central London location – small course sizes with up to 10 people on the course max

Study with us privately at your location

£1000 per day minimum based on three attendees, with additional costs over five attendees