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

• Develop a comprehensive crisis communication plan that integrates with the Crisis Management Team (CMT) strategy.
• Master the techniques for creating effective, empathetic, and legally sound initial holding statements and key messages.
• Conduct high-stakes media interviews and press conferences under intense scrutiny and adversarial questioning.
• Implement a rapid-response strategy for monitoring and mitigating reputation damage on social media platforms.
• Advise executive spokespersons on best practices for demeanor, tone, and delivery during crisis communications.
• Manage internal communication to inform employees and prevent the spread of harmful rumors.
• Understand the legal and ethical boundaries of disclosure and communication during a crisis.
• Conduct post-crisis communication audits and reputation recovery strategies.

• Public Relations and Corporate Communications Professionals
• Designated Executive Spokespersons and CEOs
• Crisis Management Team (CMT) Communication Leads
• Marketing and Social Media Managers
• Legal and Investor Relations Personnel with communication oversight

• Intensive On-Camera Media Interview Simulations and Critique
• Group Crisis Messaging and Holding Statement Drafting Workshops
• Role-Playing Adverse Press Conferences and Social Media Response Scenarios
• Case Studies on Corporate Communication Failures and Best Practices
• Discussions on the Legal and Ethical Dilemmas of Crisis Disclosure

Unit 1: Strategic Crisis Communication Planning

• Integrating the communication plan with the overall Crisis Management Plan (CMP) and CMT structure.
• Identifying the top five organizational crisis scenarios and pre-drafting communication materials.
• Establishing a dedicated Crisis Communications Center (CCC) and necessary tools.
• Defining the communication team structure, roles, and cascade protocols.
• Protocols for rapid internal notification and activation of the communication plan.

Unit 2: Message Development and Narrative Control

• The **"First 24 Hours"** communication strategy and the principle of speaking first.
• Crafting the initial **Holding Statement** (empathy, commitment, action, control).
• Developing clear, consistent **Key Messages** across all internal and external channels.
• Techniques for bridging from hostile questions back to the key messages.
• Managing information vacuums and proactively releasing approved updates.

Unit 3: Media Relations and Spokesperson Training

• Techniques for managing traditional media (print, broadcast) during a crisis.
• Conducting effective **Media Interviews** (on-camera, radio, and print) and press conferences.
• Spokesperson demeanor, body language, tone, and techniques for handling adversarial questioning.
• Protocols for issuing official press releases and conducting media lock-ups.
• Handling "no comment" and legal boundaries without damaging reputation.

Unit 4: Digital and Social Media Crisis Management

• Understanding the unique speed and virality of crisis on social media platforms.
• Implementing a 24/7 **Social Media Listening** and rapid-response monitoring strategy.
• Developing a social media communication policy (what to post, where, and when to pause campaigns).
• Engaging with stakeholders and responding to negative comments ethically and professionally.
• Identifying and responding to misinformation, deepfakes, and online attacks.

Unit 5: Internal Communication and Reputation Recovery

• Protocols for communicating with employees to combat rumors and maintain morale.
• Managing communication with shareholders, investors, and regulators.
• Conducting a post-crisis communication audit and measuring reputation damage.
• Developing a long-term **Reputation Recovery** strategy and timeline.
• Using lessons learned to refine pre-approved messaging and spokesperson readiness.