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
sessions
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 cameras, the microphones and to handle social media.
There will be ample focus and practical guidance on the many media interview options and their various challenges.
All participants will receive footage of their media interviews and 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.
- The importance of developing a powerful communications strategy.
- How to shield your organisation from a four-pronged attack by TV, radio, print and social media.
- An insider's knowledge of how the media operates to use it to your advantage.
CRISIS MEDIA COURSE ITINERARY
Session One - Pre-crisis coaching
1 How the media finds and defines news
- 2. Identifying potential risks - what is the worst
that can
happen
- 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
chances
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.
In this session, delegates will learn how to ensure
the media receives an urgent, accurate first response, and that stakeholders are
properly informed.
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 ...!