Florian Silnicki

Crisis Communication: Preparing and Responding

When a serious event occurs within an organization, communication must cut through rumors and limit the impact of the crisis. This training will show you how to develop a communication strategy, adapt and send messages to targets through appropriate channels. Learning Objectives: Understand crises Structure communication tailored to the crisis scenario Manage relationships with the media and stakeholders effectively Disseminate information, regularly check its impact Care for the post-crisis phase Anticipate and set up an effective alert system TRAINING PROGRAM Understand crises The different types of crises. Know the characteristics of a crisis. Understand the dynamics of a crisis. Identify the four phases of a crisis. Current events of recent crises. Study of successful crises and crisis communications. Structure communication tailored to the crisis scenario Know the three strategies. Activate the crisis system, the crisis cell. Analyze the crisis communication project. Apply a pre-written crisis scenario. Organize information. Know the mistakes to avoid. Quickly disseminate information. Manage relationships with the media and stakeholders Internal and external targets. Tools for quickly sending messages. The company newsletter, electronic communication, briefing to an agency. Press relations. The press release, the interview, the press conference. Disseminate information Know what can discredit an organization. Understand the journalists' and stakeholders' angle of attack. Know how to handle sensitive questions. How to effectively respond to destabilization attempts. Post-crisis: a phase to care for Post-crisis assessment. Analysis. Monitoring and control using a dashboard. Definition of indicators and measurement of discrepancies. The causes of poorly managed crisis communication and the consequences for the affected audiences. How to anticipate and set up an effective alert system Conduct an audit of your company's past. List proven risks, evaluate them. Identify different possible strategies. Create or improve the crisis management procedure and alert system. Identify the roles of actors and the composition of the crisis cell.