Presentation Station

                                                                                                        Crisis Media Skills
                      "Protect & Deflect" ...... "Protect & Deflect" ...... "Protect & Deflect" ...... "Protect & Deflect" ..... "Protect & Deflect"   


 Don't Wait Until It's Too Late

“When the [news] satellite TV truck has pulled into [your] parking lot, it is too late to discuss crisis management.” – Howard Paster, Hill & Knowlton.

This course delivers an authentic insight into crisis PR and recreates experiences that will help you stay in control, such as:

       1. Relevant and up-to-date case studies

       2. Realistic bespoke scenarios

       3. Practical sessions with professional journalist and
           camera operator

       4. Interactive, no-nonsense coaching

       5. Insights into how the media responds to a crisis

       6. Post-training critique

       7. Professionally filmed footage of your practical

       8. Each delegate receives a DVD (or download) of
           the filmed sessions

A well-managed crisis will make the difference between survival and ruin. Whether it’s a Social Media mauling or a full-scale media meltdown, we provide the insights and the game plan to protect your reputation.

Multi-award winning broadcaster, journalist and highly acclaimed trainer, Paul Lockitt, is an expert in his field and has a proven track record of success advising major companies, small businesses, politcians and professionals on effective reputational management.

Crisis Media Feedback

"I would recommend this course to other people." - Manchesster City Council

"Paul delivered brilliantly and demonstrated how your training can help people cope and more importantly be prepared when faced with the press asking questions & potentially putting your business and its reputation in jeopardy." - Shari Royle

Paul explains all the scenarios clearly and is very warm and approachable in his delivery - he was a big hit with the Forward Ladies!!

"The training has helped me face my fear. Thank you." - Tangerine PR

"Training far exceeded expectations"  - University of Birmingham

Crisis PR Media Skills (including Social Media)

One or two-day courses available

Crisis PR Media Training is vital for anyone in business - after-all your professional reputation could depend on it!

You never know when your organisation could be making news for all the wrong reasons, which would ultimately impact on your customers, your production line, your business, the environment or your reputation. Maybe all of those things and more! 

We recommend at least two people in a medium or large-sized organisation should be trained to be competent enough to handle hostile press inquiries and interviews  while others ought to have specific roles to support them.

A media crisis can also be stressful for staff facing the glare of the press, so it is vital there is someone who is trained to face the camera and microphones.

There will be ample focus and practical guidance on the many media interview options and their varying challenges.

There will be instruction on effective press statement writing and all candidates will receive a personal critique of their performance.

 Learning Outcomes

This course will provide you with the knowledge and skills to protect your organisation, your reputation and your stakeholders, including:

  • A unique insight into tough questioning techniques and how to ‘deflect and protect’.
  • The importance of developing a powerful communications management strategy.
  • Help shield your organisation from a four-pronged attack by TV, radio, print and social media.
  • Understanding how the media operates and use it to your advantage.


Session One - Pre-crisis coaching

           1  How the media finds and defines news

    2. Identifying potential risks - what is the worst that can  
    3. 'Captain Crisis' - building and leading a crisis
         management team
    4. Defining roles within your team
    5. The enemy within – case study

Session Two - First response

             1. Getting it right first time, because there are no second

             2. Rapid Response: Bad news travels fast – real     
                 examples of bad news going viral.

             3. From whispers to world news: how minor incidents
                 can escalate – case study

             4. What's the story? Revealing a tailor-made crisis
                 scenario for each delegate

Practical Element - defining your messages

In this practical element, delegates will discover techniques to help them make a clear statement of the facts, to limit reputational damage.

Session Three - Feeding the sharks before the feed themselves

In this session, delegates will learn how to ensure the media receives an urgent, accurate first response, and that stakeholders are properly informed.

      1.  Do's and don'ts: real examples of relevant PR disasters
           and how to avoid them

       2. Doing the right thing and being seen to be doing the right
           thing - case studies

Practical Session – how to craft a media statement (press statement). In this practical element, delegates will learn how to:

        A. Take control of a crisis and buy time

        B. Define the message       

        C. Quickly draft a media holding-statement

Feedback: an instant assessment of the delegates' written statements.

Session Four - Meeting and managing the media

In this session, the delegates will learn essential skills to avoid causing further reuputational damage in those early meetings with the media.

                                                                                                                                                                    Session Five - Media Meltdown, Part 1

                                                                                                                                                                    This session simulates the experience of taking part in a solo media encounter, otherwise know as, 'The Media Scrum'.

                                                                                                                                                                    Maintaining a strong brand is not just about telling people how much you know, it's about telling them how much you care.
                                                                                                                                                                    Using bespoke news scenarios, delegates will:

                                                                                                                                                                          A. Grasp how to react to bad news

                                                                                                                                                                          B. Prepare for the pressures of a media interview

                                                                                                                                                                          C. Learn how a journalist prepares to ask killer questions

                                                                                                                                                                          D. Face challenging questions in a solo interview

                                                                                                                                                                    This session will be filmed and reviewed

                                                                                                                                                                    Session Six - Media Meltdown, Part 2

                                                                                                                                                                    This final practical session simulates the experience of staging a press conference. Delegates will form two groups to act as the media v the management.

                                                                                                                                                                    Team A - senior managers facing questions from the press pack

                                                                                                                                                                    Team B - the press pack asking probing questions

                                                                                                                                                                    This session will be filmed and reviewed.

                                                                                                                                                                    And finally ...!