Course description
The growing surge in crisis all across the globe has made it essential for companies, media personnel, students, government agencies, etc., to be educated on effective crisis management and communication skills. This Rcademy course focuses on planning, developing, and executing Crisis Communication Techniques and Media Relations with necessary stakeholders in society.
What are the four stages of crisis communication?
Crisis communication is divided into four essential stages: the potential crisis stage, which is the phase that makes it clear that a crisis event could be approaching. The second stage, known as the latent crisis or crisis identification stage, is when the first signs of the crisis manifest. During the next stage, the acute crisis stage, the crisis becomes acutely felt by all concerned, and a swift reaction to developing news characterizes communication at this phase. The last stage in crisis communication is the post-crisis phase, which comes after the crisis is over and is generally a revaluation period.
Upcoming start dates
Suitability - Who should attend?
Who should attend?
The Crisis Communications and Media Relations Certification Training Course by Rcademy is suitable for professionals within the communications industry, whose responsibilities involve managing the brand and reputation of organizations and communicating with relevant stakeholders. The following personnel should partake in the course:
- Brand Managersresponsible for developing and managing brand strategies for companies and government parastatals
- Political Risk Analysttasked with analyzing political trends, decisions, and conditions and how they could impact crisis development
- Corporate Affairs Managerswho are responsible for organizing governance processes, coordinating internal policies, and managing a company’s external communications
- Public Relations Practitionersengaged in communicating with members of the public on behalf of an organization company, or government
- Emergency Response Professionalstrained in mitigating environmental accidents that pose dangers to members of the public
- Finance and Insurance Professionalswho are responsible for calculating and developing strategies for managing financial risks during a crisis
- Asset Managersare responsible for determining investment risks and protecting a company’s assets
- Individualsinterested in understanding the fundamentals of crisis communications and the roles of media relations in managing crises
Outcome / Qualification etc.
The Crisis Communications and Media Relations Certification Training Course by Rcademy aims to assist participants in attaining the following objectives:
- Understand the concept of crisis communication and how to identify the various types of crisis response
- Explain the various types of crises and describe the different stages of crisis management
- Equip participants with the ability to explain the roles of crisis communications and the different strategic messages delivered during crises
- Design a Crisis Communication Plan (CCP)
- Equip participants with essential communication techniques and skills necessary for crisis management
- Explain the different ways and techniques social media can be used to deal with a crisis
- Develop and analyze social media trends targeted at critical members of the audience.
- Understand the roles of the Crisis Management Team (CMT)
- Organise actions and communication plans targeted at particular crises, like managing communications and relations with the media, external and internal stakeholders
Training Course Content
Module 1: Background to Crisis Communication
- Definition of Crisis Communication
- Identifying a crisis
- Types of crises – Natural disasters – Technological crisis – Financial crisis – Organisational crisis – Crisis of malevolence – Crisis of management misconduct
- Stages of Crisis Communication – The pre-crises stage – The acute-crisis stage – The post-crisis stage
- Types of crisis response communication strategies
- Crisis prevention plans
Module 2: Fundamentals of Media Relations
- Definitions of Media Relations
- Types of Media Relations – Public affairs – Internal communications – Government relations – Press conferences – Press briefings – Press Workshop
- Principles of Media Relations – Research – Fact-Checking – Timing – Transparency - Accountability – Partnership
- Objectives of Media Relations
Module 3: Emergency Management Procedure
- Response and media
- Evacuation procedures
- Environmental hazards
- Medical emergencies
- Fire evacuation procedures
- Emergency reporting procedures
Module 4: Crisis Communication Structure
- Crisis management command ccenterCrisis Communication Team (CCT)
- Executive Management Team (EMT)
- Crisis Management Team (CMT)
- Roles and Responsibilities of the CMT
- Crisis management plan
- Control points
- Crises simulation exercise
- Emergency Response Team (ERT)
Module 5: Drafting Media Strategies
- Audience mapping
- Brand tone, prospects, and positioning
- Developing media trends and campaigns
- Running Political, Economic, Social, Technological, Legal, and Environmental (PESTLE) and Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis
- Damage control
- Content and message development
Module 6: Drafting an Emergency Response Plan
- Objectives of the emergency response plan – Community protection – Damage control – Prevention of fatalities – Assignment of roles and responsibilities
- Types of emergencies
- Types of emergency responses
- Emergency procedures
- Employee training
- Developing audience-specific contents
- Evaluating the plan
Module 7: Crisis Communication and Media Relations
- Social Media and Crisis Communication
- Media and communication
- Principles of Crisis Communication – Audience profiling – Regular supervision – Credibility – Speedy dissemination of information – Coordination
- Use of social media in Crisis Communication
- Dynamics of consumer attitudes and habits
- Paid, Owned, and Earned Media (POEM)
- Effective utilization of secondary sources of media data
- Legislation, regulations, and standards of practices
- Case studies
Module 8: Measurement of Outputs/Results
- Measuring outputs and impacts
- Evaluating channel outputs
- Stakeholder analysis
- Developing models and final assessments
- Steps for measuring outputs – Establishing objectives – Defining target audience – Determining benchmarks and criteria – Determining measurement tools, media aggregation, and timing – Analysing results for recommendations and conclusion
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Rcademy
Rcademy is a global training and consultation organisation set out to bridge the gap between you now and what you can be in the near future. We are facilitators of knowledge impartation. Our team of established and experienced training enthusiasts...