Public Relations

CRISIS COMMUNICATION

CRISIS COMMUNICATION

1 day | London | £680

When your organisation suffers a disaster or other bad news, you’ll find yourself in the media spotlight. Handle it well and you could emerge with your reputation intact or even enhanced. Handle it badly – and it could destroy the organisation. This practical workshop will show you how to work effectively with the media during a crisis.

 

WHO SHOULD ATTEND?

The Crisis Communication workshop is designed to help any executive, manager, PR representative handle difficult situations.

COURSE DETAILS

Location: London
Length: 1 day
Price: £780 (excl. VAT)
Dates
3 June 2016

COURSE CONTENT

Introduction – What is news? And what’s my story?

  • The first step towards working effectively with the media is to understand what journalists mean by a story; the second is to identify the key positives and the banana skins in a given situation and within your organisation. In this lively interactive opening session, veteran BBC journalist and broadcaster Tony Coll reveals the underlying structures of news, the different types of story and why journalists prefer bad news, with a news analysis exercise.

Crisis Communication – Course Outline

Making the best of bad news – in all media

· Techniques to defuse, minimise, contextualise and manage bad news; the nuances of regret and apology; how to handle a print journalist; the art of ‘off the record’; how to project on radio; dress and body language tips for TV; how to handle hostile interviews. Exercise: Quickfire crisis response.

Preparing for a crisis; the holding statement

  • The crisis comms team; lines of communication; logistics, strategies, tactics, including online and social media; the holding statement. Exercise: Delegates write their own holding statements, which are then delivered and analysed in the group.

The news conference

  • After a theoretical session on news (press) conferences, how to set up and run them, delegates are filmed delivering their holding statements in a press conference style on TV, with follow-up questions. Interviews are played back and analysed for content and performance.

The developing story – Interview 2

  • How a running story develops over time, how to respond quickly and effectively. Throughout the afternoon, we throw in extra pieces of information to the scenario we’re practising, so that they get plenty of practice at thinking on their feet. The interviews are normally for TV but can be for radio or a newspaper if preferred. Playback and analysis as before.

The developing story – Interview 3

  • After a session on the theory and practice of the ‘sound bite’, candidates prepare for and give a shorter, punchier interview, with playback and analysis. According to preference this interview can be in the studio or outside, or can be used to practise the remote or ‘down-the-line’ interview on radio or TV, where the interviewee can’t see the interviewer.

Review

  • A final session to summarise the lessons of the day, answer candidates’ remaining questions and review their performances. DVDs of interviews are provided if required. Comprehensive handouts are sent electronically after the workshop.

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IN-HOUSE OPTION

This course can be adapted to your firm, and delivered in your premises. Please get in touch for further information.

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