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Crisis communication сorporate training
Reputation takes years to build, but a careless mistake can destroy it in a matter of hours. Is it possible to mitigate implications without harming your business? Can you predict challenges and be armed against potential danger in advance? How to deal with negative responses and misinformation that spreads in seconds during a crisis? How to communicate with employees and distribute roles in a team to act hand in hand in the most difficult situations?
During the corporate training, we will consider the specifics of your organisation and develop an action plan for unforeseen situations.
Target audience
top managers
communication experts
Training goals
Risk management
Improve risk management at your company and prepare for a crisis.
Interacting with media
Practice tactics for interacting with the media during a crisis, responding to provocations.
Public statements
Prepare for public statements and interviews during the crisis.
Digital channels
Use digital channels effectively and work with hostile responses in social networks.
Programme
The nature of crises: the crisis lifecycle, causes and consequences for organisations
How to prepare for potential crises, a risk workplan
How to respond to provocations and misinformation in the media
Ways of communicating “hot topics” (firings, wages, the environment, elections, accidents, etc.)
The media role of top managers: What topics they need to comment on, and which should be delegated
Rules for speaking without preparation (on the spot)
How public should top managers be during the crisis: When to react and when to refrain from commenting
How to properly introduce spokespeople to the media during a crisis (distributing topics and responsibilities, communication formats, etc.)
How to prepare questions and answers for communicating a “complex topic”
Types of negative responses: constructive, impulsive, trolling
Handling hostile responses in digital: ignore or react strategies
Corporate training on crisis communication is an opportunity to improve your team’s professional skills in risk management and adapt the programme to your requests and needs. Based on the results of the training, we prepare detailed recommendations for the company, provide useful materials for self-study and provide post-training support if necessary.
Crisis Communications Tips
Prepare an anti-crisis strategy in advance
You should be prepared for difficult situations in advance. Try to analyse potential reputational risks for your company – situations that could lead to the loss of financial or social capital of your business. Draft a plan – an algorithm of actions for the team, key messages, authorised speakers. Test this plan in "artificial conditions".
Be proactive
You should not count on the fact that the crisis will vanish without consequences. While you keep silent, rumors spread instantly. Take control of the situation – explain, be in touch with journalists and victims. Control the dialogue, limit the space for conjecture.
React swiftly and analyse feedback
Writing a single press-release or a post is not enough. Track comments and feedback from the audience. Be flexible. Convince, do not contest. Avoid argueing or blaming others. Be ready to admit mistakes.
Be quick
The first four hours are the most critical during a crisis, because the audience is waiting for an explanation:- Hour 1: gathering information, identifying speakers (it does not always have to be a CEO), preparing a media statement, media monitoring, processing requests- Hour 2: updating the statement, sending out the release, activating the hotline and the dark site (the hidden webpage is activated only in case of crisis)- Hour 3: Monitoring the coverage, instructions for department heads and employees, updating the statement- Hour 4: Active involvement of speakers, release update, ensuing constant feedback
Monitor
Collect information, monitor the media and social networks, analyse rumors. Don't hide, don't go into despair. Try to identify who is spreading negative infirmation around the situation and who might benefit from it.
Manifest emotions and show perspective
A crisis is often associated with victims, losses and threats. Minifest sincerity, empathy and concern. At the same time, do not focus only on the negative sides – show perspective, ways out of the situation – what you have already done or plan to do. Base your communication on the CAP principle – concern (1%), action (5%), perspective (94%).
Remember that people should communicate with people
Formal statements will never replace live face-to-face communication. Engage sincere, emotional speakers, opinion leaders. Keep in mind that your actions speak louder than words. Say only what you actually do or plan to do. Avoid expressive words, such as "trouble" or "crisis".
Focus on internal communications
Keep employees in the loop. Conduct regular briefings. Take care of the emotional wellbeing of the team, share positive news.