CRISIS COMMUNICATIONS & MEDIA TRAINING COURSE

GENERIC PROGRAMME

Day 1 – Theory

0900 – 1015 Overview of Crisis Cycle

KLPs: Issue analysis, SWOT, Identification, Assessment, Tools and systems, Monitoring, Detection, Containment, Recovery, Follow-up, Shaping memories, Learning

1015 – 1115 Issue management

KLPs: Potential sources, Political analysis, Organisation-specific analysis, PESTEL, Risk assessment, Stakeholder relationships, Power-Interest matrix, Likelihood versus Impact

1115 – 1230 Preparation

KLPs: Personnel, Crisis Management Team, Spokespersons, Planning, Systems, Rehearsal, Lines-to-Take

1330 – 1430 Crisis Management Communication

KLPs: Strategic options, Accuracy & consistency, 3 Fs, 5Cs, 3 Ps, real-time tyranny, Holding statements, Media policy, Information priorities, Liability issues, Management chains

1430 – 1600 Planning for an interview

KLPs: Sensory-rich language, idea factory, soundbites, horizon-scanning, lines-to-take, supporting facts and details, servicing the audience – your idea, their comprehension

Practical: Message construction

1600 – 1700 The basics of media interviewing

KLPs: Types of interview – Live/recorded/’As Live’, face-to-face, telephone, ‘down-the-line’, bridging technique, headlining, appearance, voice, ‘ground rules’, body language, ownership, journalistic tricks, the doorstep, crisis response

1700     Crisis Scenarios handed out

Day 2 – Practicals

0900-0945 Recap

0930 – 1130 Soft news – Individual practical interview (recorded TV broadcast, face-to-face) and individual debrief

1130 – 1230 Scenario-based interview preparation

1330 – 1500 Hard news (Crisis) -  Individual practical interview (recorded TV/radio broadcast, face-to-face) and group debrief

1500 – 1630 Hard news (Crisis) – Individual practical interview (live TV/radio broadcast, telephone) and group debrief

1630 – 1700 Course review and close