Upon completion of this course, participants will be able to:

• Understand the lifecycle of a crisis and the critical communication steps required in the **First Hour and First 24 Hours**.
• Develop and implement a comprehensive **Crisis Communications Plan (CCP)** and supporting materials.
• Master techniques for conducting rapid **Crisis Assessment** and identifying core stakeholders and immediate risks.
• Draft effective, empathetic, and legally reviewed **Holding Statements** and official statements under pressure.
• Prepare, train, and support designated spokespersons for hostile media interviews and press conferences.
• Utilize digital and social media monitoring for early warning, real-time correction, and reputation defense.
• Apply the **Situational Crisis Communication Theory (SCCT)** to select the most appropriate response strategy.
• Advise senior management on ethical response, transparency, and accountability during a crisis.

• PR and Corporate Communications Directors and Managers
• Senior Executives and Designated Spokespersons
• Risk Management and Business Continuity Leaders
• Public Affairs and Government Relations Staff
• Legal and HR Professionals involved in crisis response

• Intensive, Full-Day Crisis Simulation and Spokesperson Media Training (Video Recorded)
• Case Studies on Major Crisis Communications Successes and Failures (e.g., Tylenol, United Airlines)
• Group Exercise: Drafting a Crisis Communications Plan and Holding Statements for a Fictional Scenario
• Role-Playing Hostile Press Conference and Social Media Q&A Sessions
• Discussions on Ethical and Legal Obligations During Crisis Communication

Unit 1: Foundations of Crisis Preparedness

• Defining a crisis, incident, and issue and understanding the **Crisis Lifecycle** model.
• Conducting a systematic **Vulnerability Audit** and risk-ranking organizational threats.
• The essential components of a robust **Crisis Communications Plan (CCP)**.
• Establishing a clear Crisis Management Team (CMT) structure, roles, and responsibilities.
• The role of the 'Dark Site' (pre-prepared website/newsroom) in rapid digital deployment.

Unit 2: Real-Time Assessment and Initial Response

• Mastering the protocols for activating the CMT and escalating the crisis level.
• Techniques for rapid **Fact-Finding and Verification** in a chaotic information environment.
• Drafting and deploying the **Holding Statement** to establish control of the narrative.
• Implementing the "Golden Hour" principle: communicating first, accurately, and empathetically.
• Mapping and prioritizing internal and external stakeholders for timely notification.

Unit 3: Response Strategy and Messaging

• Applying the **Situational Crisis Communication Theory (SCCT)** to select the most effective response strategy (e.g., denial, apology, justification).
• Developing key messages that demonstrate empathy, accountability, and corrective action.
• Mastering the art of the sincere and authentic corporate apology.
• Strategies for managing the information vacuum and neutralizing rumor and misinformation.
• Developing comprehensive Q&A documents for spokespersons and staff.

Unit 4: Media and Digital Management

Control and Defense
• Protocols for handling hostile media inquiries, doorstepping, and aggressive reporters.
• Conducting effective crisis press conferences and spokesperson control techniques.
• Utilizing **Social Media Monitoring** for real-time sentiment tracking and targeted response.
• Strategies for addressing online attacks, viral negative content, and activist mobilization.
• The crucial role of internal communication in ensuring employee alignment and confidence.

Unit 5: Recovery and Post-Crisis Assessment

Review and Learning
• Developing a structured **Post-Crisis Recovery Plan** focused on trust restoration and reputation rebuilding.
• Techniques for demonstrating genuine organizational change and corrective measures.
• Conducting a detailed **After-Action Review (AAR)** of the crisis response process.
• Measuring the long-term impact of the crisis on reputation and stakeholder trust.
• Integrating lessons learned back into the Crisis Communications Plan for continuous improvement.