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Advancing Crisis Communications and Response Preparedness

A crisis can strike at anytime and take many forms. Overcoming a crisis will test your organization to the full. In today's world of 24-hour news, perception is everything. Your corporate reputation may be in excellent health, but it will come to nothing if the crisis is not effectively managed.   With the emergence new communications channels enabling message spread at instant speeds, activists and employees can either be your biggest ambassadors or worst enemies. Response strategies to crisis scenarios put your organization’s reputation, credibility of your senior leadership and perceptions of your products and services are more valuable and vulnerable than ever before.It takes years to build a reputation but only a few short-sighted decisions to irreparably damage it. Managing risks and communicating strategically and pro-actively is no longer an option but an absolute necessity.   In this volatile, ever-changing business environment, it is more important than ever for organizations in any industry to stay abreast of the discussion and actively monitor, anticipate, and prepare response strategies to prevent risks to reputation and prevent further avoidable communications issues. The following innovative two-day senior communications course will give participants the knowledge and tools to begin developing their own reputation platform to better manage corporate crisis communications strategies, build trust with priority stakeholders and maintain a competitive edge.

Turning 'Theory' into 'Practice'?

This interactive program will equip you with best practice skills and techniques to prepare for a crisis in whatever form it takes. With an emphasis on discussion and practical exercises on making decisions,attendees will learn from real life case studies and benefit from the extensive experience of the expert trainer hold expertise in strategy and management of Crisis Communications, reputation management, creative ideation, development and precise tactical execution of campaigns throughout the US and international markets.

Who should attend?

Heads, Vice Presidents, Directors and Senior Management in the following job functions:Public relations/ Public Affairs, Corporate Communications, External Communications, Corporate Affairs / External, Media Relations / Corporate Media, Marketing Communications, Reputation, Executive Communications, Brand Communications, Internal Communications, Community Relations

Key areas to be covered in the programme and documentation

Crisis Response Timeline – Importance of Integrated Crisis Response Plan ·Preparing yourself before the storm- build a communications infrastructure to key constituencies ahead of time ·Analyzing what happens in the first few minutes and hours of a crisis ·Understand the process for monitoring what happens and prepare to act on that ·Examine available tools to stay on top of current discussions to plan out responses ·Process for correcting information when communications are wrong  

Investigating the Readiness of Your Organization ·Being realistic on your organization’s culture and preparing readiness for that ·Create a communications readiness plan that works with the organizational culture ·Reviewing your current strategies and actions in place ·Exploring your organizational readiness –steps and plans clearly defined and communicated to the all layers of the workforce ·Examining available instruments to identify the right training methods and approach, utilizing checklists and questionnaires to ensure understanding of the proactive measures ·Examine scenarios of product recalls, health and safety crisis, etc.  

Preparing to Communicate with External Constituencies and the Press ·Explore best practices taken from the White House ·Establish crisis communications rehearsals ·Making sure you thought through the possible trajectories and questions and thinking over the horizons of answering those questions ·Have strategies and tactics in place for the unanticipated questions- communications points ·Media training- can use things like bridging terms to bridge to your questions, and then communicate your point ·Use the message point to what you want to talk about ·Ethos and pathos guides  

Implementing a Comprehensive Crisis Communications Strategy ·Minimize the crisis with a well defined crisis communication plan tailor-made for your organisation including safety and security measures ·Establishing a strategic framework - Creating necessary documents, protocols of action and response plan charts as a proactive step towards managing potential crisis ·Creating linkage between corporate reputation, business strategy and sustainable business practices ·Understand and apply “earned media” –, media coverage that is not paid for, but earned through diligent outreach, respected experts and unique proprietary research

Defining the Roles and Responsibilities – Chain of Command & “Crisis Leadership” ·Define the role of the CEO, press officers / spokespersons for crisis responses ·Assess communications spokespersons to ensure people the people communicating on behalf of your company are able to deliver a credible message and perform under risky situations ·Overcome egos to get the right people as communicators  

Understand the Rules About Talking and Recording On and Off-the-Record ·There is no off the record ·Assess a matrix tool of going through what is on and off the record ·Clarify what on or off the record and speaking on background means with reporters ·Offer off-the-record background to stories ·Develop an audit trainer through authorized recorded conversations ·Be able to shoot down stories with biases through proactive due-diligence

Managing Communications Before, During and After a Crisis ·Building trust through transparency when addressing issues that surface in the news ·Identifying and mitigating risks before they escalate from issues to a crisis ·Developing and testing crisis communications plans to protect reputation and business continuity ·Apology and Accountability – how to do the right thing while minimizing legal risks  

Communicating the Message with Transparency and Authenticity ·Preparing for a press conference ·Mastering media interviews oPress releases – the significance of the content and style oUsing your website to support your messages ·Ensure message consistency to diverse audience – employees, shareholders, media, customers, suppliers and community partners  

Avoiding Potential Disconnects Between Words and Actions ·Managing stakeholder expectations and closing the gap between what is promised and delivered ·Helping senior leaders realize the impact their actions on the organization’s mission, story and reputation ·Enforcing integrity by holding managers accountable

Benefits to you

o Establish a strategic framework - Creating necessary documents, protocols of action and response plan charts as a proactive step towards managing potential crisis oIdentifying, mapping and mitigating crisis communications risks that currently exist in your organization

o Prepare yourself before the storm- build a communications infrastructure to key constituencies ahead of time

o Apply systematic approach to identify and manage your organization’s exposure to crises and potential reputation risk

o Seamlessly communicate through changes or crisis to a diverse audience – employees, customers, shareholders

o Assess communications spokespersons to ensure people the people communicating on behalf of your company are able to deliver a credible message and perform under risky situations

o Discover strategies for navigating your organization’s reputation through a variety ofcrises

o Social Media- Do you engage, do you not engage not hard and fast rules to this channel 

o Keys to reputation repair and recovery after an organization or products good name has been tarnished

o Create a communications readiness plan that works with the organizational culture

o Construct strategies and tactics in place for the unanticipated questions- communications point oInvestigate proven tips and tactics for dealing with reporters including rules of speaking on and off-the record

o Share crisis communications challenges and identifying opportunities with other senior leaders to bring new perspective and solutions when you return to the office

o Understand and apply proven practices from various industries and sectors including government, finance, technology, large media, celebrity, etc.

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

April 9-10,  2013 Chicago, IL

For more information about this course and upcoming course dates, please contact Emily Jones at emilyj@marcusevansch.com or call 312.540.3000 ext 6714

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Further information

UK Enquiries: +44 (0) 203 002 3057
or dzingim@marcusevansuk.com

Non-UK Enquiries: +420 (0)2 5570 7246
or training@marcusevanscz.com

North American Enquiries: +1 312 540 3000 X6714 or emilyj@marcusevansch.com




Testimonials

"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac