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Crisis Communication Programme

This crisis communication training programme covers strategy, planning, resources and tactics. You will learn what it takes to respond decisively and defend reputation in a crisis. Topics include reputation and issues management, crisis communication strategy, resources and preparation, messaging and positioning, crisis response in social media and mainstream media, and crisis media training with on-camera coaching.  

  • Face to face (London) Five days | £2,885 +VAT
  • Face to face (Dubai): Five days | Media One Hotel | $3,475 +VAT

Also available on request in US / Asia timezones.

This course runs in English. It is also available on request in Arabic or Dutch.

Course outline

Day 1: Reputation and Issues Management

This module covers how to manage corporate reputation strategically in communication and stakeholder engagement.

  • Strategic reputation management
  • Reputation, authenticity and ethics
  • Stakeholder engagement
  • Strategic issues management

Day 2: Crisis Communication Management

This module covers how to ready your communication function to respond rapidly and effectively in a crisis, in order to manage perceptions in media and online.

  • Crisis communication strategy
  • Crisis radar: risk assessment and issues mapping
  • Crisis systems, teams and protocols
  • Crisis communication resources and planning

Day 3: Crisis Management in Social Media

This module covers how to take command of communication in a crisis situation across all key social platforms including Twitter, YouTube and Facebook.

  • Principles of online crisis communication and PR
  • Digital channels and platforms for crisis communications
  • Online crisis communication strategy and planning
  • Online crisis communication response and engagement

Day 4:  Handling the Media in a Crisis

This module covers how to engage the press during a PR crisis and how to take control of communication in the crucial early moments after a negative news event. 

  • Rapid response: seizing the golden hour
  • Crisis messaging and positioning
  • Managing crisis news and media dynamics

Day 5: Crisis Media Training

This module covers how to speak with journalists and media in a crisis, including the opportunity for realistic on-camera interviews with positive and supportive coaching. 

  • Structured preparation using a step-by-step model
  • Preparing crisis-appropriate positioning and messages
  • Anticipating and preparing answers for likely questions
  • Managing aggressive or pushy questioning
  • Staying calm and dignified under persistent questioning
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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Sarah Cocker

Sarah is a dynamic communicator with over 20 years’ experience in media, finance and business. Her international experience in banking, and as one of CNBC’s key anchors, makes her at ease dealing with leaders and experts from industry, government and academia. A skilled listener and coach, Sarah enjoys working with clients to help them define and achieve their objectives. Her coaching experience includes training blue-chip executives in public speaking and techniques for challenging television interviews. Her international career has given her an understanding of the cultural and working practices in the Europe, Asia, the Middle East, North and South America.

Trainer profile: Anne Bleeker

Anne Bleeker is a corporate communications professional with 20 years of international experience in multiple industries and highly multicultural environments. Coming from an in-house environment, Anne has been involved in the development, planning and management of communication strategies, internal and external communications campaigns, crisis communications and stakeholder engagement programmes  for major organisations including the Jumeirah Group, Future Pipe Industries and the Rezidor Hotel Group. Anne holds a Bachelor degree in Hotel Administration from the Hotel School The Hague and a Masters of Business Administration (MBA) from the University of Colorado at Colorado Springs in the USA. She is a former board member of the Middle East Public Relations Association (MEPRA), a member of PRCA MENA and a member of the International Association of Business Communicators (IABC). Anne is Managing Partner of In2 Consulting, a boutique strategic communications agency based in Dubai, which she co-founded with her business partner in 2010.

Trainer profile: Frances Barton

Frances is a communications specialist with more than 26 years’ experience in broadcast and print journalism, as well as public relations. Frances began her communications career by training in-house at BBC Northern Ireland. She later worked as a news editor and presenter for the BBC and also for Dubai Television and Radio. Frances served as editor-in-chief for a high-end lifestyle magazine and has also contributed articles to national newspapers in the UK and other countries. As a communications and PR professional, Frances specialises in media relations, employee engagement and crisis communications. Her clients have included major organisations such as Emirates Airline & Group, Dubai Airports, Dubai Airshow, American University of Sharjah and Dubai Tourism. 

What you will learn

After this course you will be able to:

  • Prepare a crisis communication strategy and practical plan

  • Conduct crisis risk assessment including issues mapping

  • Design best-practice crisis communication systems, teams and protocols

  • Create crisis resources such as manuals and online platforms

  • Manage communication proactively during and after a crisis event

  • Create decisive crisis messages, positioning and response tactics response

  • Engage confidently with journalists and in social media during a crisis

  • Perform effectively even in the most challenging of crisis interviews

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 all those involved in planning, preparing and responding to a crisis affecting an organisation, whether as executive managers, spokespeople or communication professionals.