Course Description

In this intensive course, participants will delve into the art and science of crisis communication, mastering essential strategies to navigate through turbulent waters with confidence and poise. Through a combination of theoretical insights, real-world case studies, and hands-on exercises, you'll learn how to anticipate, prepare for, and effectively manage crises while safeguarding organizational reputation and stakeholder trust.  You'll also learn how to develop appropriate messaging, be an effective spokesperson, work with your media partners through timely interviews and press conferences and engage social media to help communicate during a crisis.  Whether you're a seasoned communication professional or new to the field, this course will equip you with the tools and skills needed to thrive in high-pressure situations and emerge stronger from adversity.


Learning Objectives: At the end of class, you will:

  • Understand crisis types and how to manage them,
  • Understand the media landscape and development of media relations,
  • Be able to develop communication messaging, for both internal and external audiences,
  • Learn the qualities of a good spokesperson,
  • Be able to develop a crisis communication plan and understand the crisis communication stages,
  • Learn how effective crisis communication can safeguard your reputation and stakeholder trust,
  • Develop practical skills to conduct a press conference as you work with the media to inform the public.


Course Outline:

  • Part 1:  Introduction to the Types of Crises. We will discuss the types of crises, whether human-caused, natural disaster, technological, or public relations issue.
  • Part 2:  Understanding the Media Landscape.  The news media is an evolving business with TV, print, radio, social media, and others who are hungry for news and information during a crisis.  We will also discuss how to build relationships with your media partners.
  • Part 3:  Who is Your Audience?   It is important to understand your audience (internal and external, partners and stakeholders) and how to communicate with each of them with confidence and poise during a crisis.
  • Part 4:  Who is Going to Speak?   We will explore the characteristics of a good spokesperson, one who represents the business or agency well, displays credibility, and portrays empathy for victims of a crisis.
  • Part 5:  What are You Going to Say?  The importance of prompt, accurate, and concise messaging during a crisis.  Everything contributes to your message, not only what you say, but how and when you say it.  We will also discuss various interview techniques.
  • Part 6:  Crisis Communication Planning and Crisis Communication Stages.  Having a crisis communication plan in place BEFORE the crisis is vital.  We will also discuss the stages of crisis communication (before, during and after).
  • Part 7:  Conducting a Press Conference.  This Class Exercise will allow class participants to conduct a mock press conference to work with media partners to inform the public quickly and effectively during a crisis. 
Complete your registration
Section Title
Crisis Communication
In-Person Workshop / Short Course
9:00AM to 4:00PM
Apr 26, 2024
Schedule and Location
Contact Hours
  • Biltmore Park Campus (Asheville, NC)
Course Fee(s)
Fee non-credit $169.00
Drop Request Deadline
Apr 19, 2024
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