Course Details

Crisis communication

Crisis media engagement



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 495

per individual
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  • A one-day advanced-level communications training course on how to engage the media during a PR crisis

    Course outline

    Seize the initiative with proactive and powerful crisis media communication

    This course covers how to take control of communication in the crucial early moments after a negative news event.

    You will learn to activate crisis systems quickly, develop positioning on the fly, take charge of the news media, and manage the online space. Training includes videotaped crisis TV interview coaching.

    Who should attend

    This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

    This course is recommended for anyone who may be involved in the media and online communication response to a crisis affecting their organisation, either behind the scenes or as a spokesperson.


    This course covers the following modules:

    • Seizing the golden hour
    • Crisis positioning
    • Online crisis communication
    • Crisis media engagement

    The topics covered by each module are detailed below.

    About this course

    What to expect

    This course features high quality multi-media presentations, real-world case studies, and the chance to brainstorm around your own issues.

    Expect a full run-down from experienced specialists on the fundamentals of crisis communications, including case studies of good and bad practice.

    Popular elements include simulated crisis interviews with video feedback and coaching.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.


    Looking for more? You can also take this course as part of a multi-day programme:

    Learning outcomes

    After this course you will be able to:

    • Manage your organisation’s communication during and after an event that threatens its reputation
    • Create crisis messages, positioning and response tactics response rapidly and decisively
    • Engage confidently with journalists and in online social media at the height of a negative news crisis
    • Represent your organisation effectively even in the most challenging of crisis interviews

    Seizing the golden hour

    This module runs through step-by-step the actions that a communication team should take in the crucial early stages after a crisis strikes.

    • Best practice and practical steps in crisis communication response
    • Escalation: declaring a crisis: who, when and how?
    • Team management and internal coordination
    • Using all available communication channels in a crisis, including online and internal
    • Engaging stakeholders before the rumour-mill takes over
    • Understanding online dynamics in a crisis
    • Case studies: real-world examples of rapid crisis communication

    Crisis positioning

    This module is a practical primer in creating messages and positioning to drive definition and consistency throughout an organisation’s crisis response.

    • How to drive definition and consistency through crisis response
    • Principles of effective positioning in crisis situations
    • Dynamic positioning: how to communicate in a rapidly developing situation before the full facts are known
    • Creating crisis messages

    Online crisis communication

    This module covers how to manage engagement in online media during a crisis.

    • Owned space: making best use of your website in a crisis
    • Social space: deploying social platforms and channels such as Twitter and YouTube in a crisis
    • Online engagement: crisis blogger relations
    • Online allies: identifying and cultivating influential advocates

    Crisis media engagement

    This module focuses on developing practical media interview skills for crisis situations, including videotaped interview practice and coaching.

    • Working with the media during a crisis
    • Crisis media interview principles and best practice
    • Managing hostile journalists and performing under pressure
    • Deploying crisis messages in media engagement
    • Handling difficult and “impossible” questions
    • Crisis media briefings and news conferences
    • Workshops: videotaped role-play crisis media interviews, individual coaching and feedback

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 6 users commented so far Add your review

Raul Cordenillo says:
The course reaffirmed a lot of my practices at work and I learned new techniques and approaches. I'm taking a lot away from this training that I can implement immediately, and in the medium term. Really helpful!
Raul rated the course
GC says:
Informative course, knowledgeable trainer (Elsbeth Smedley) and great venue.
GC rated the course
Mojisola Saka says:
I would recommend this course to others, the trainer (Jenni Perry) was excellent.
Mojisola rated the course
Noora Al Ameri says:
Trainer Lubna Takuri was amazing!
Noora rated the course
M. O'Keefe says:
The trainer (Jenni Perry) was excellent and engaging, she seemed very experienced. The case studies were also fantastic.
M. rated the course
Noura Al Amimi says:
Frances Barton was very clear in delivering her ideas, I liked her.
Noura rated the course
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