Crisis Spokesperson Training

Crisis and other situations that generate media interest require an effective (and usually a rapid) response. Failure to communicate or to respond in a timely manner can damage an organization’s credibility and reputation. This workshop helps you develop and sharpen your media communication skills so you can minimize negative or inaccurate news coverage and help ensure that your organization’s key messages are delivered, heard and understood.

During a crisis, an organization must be prepared to communicate quickly and sometimes repeatedly with the news media. Failure to do so (often within minutes!) can create the perception that the organization is disorganized or unprepared, is hiding something, or is indifferent to public concern.

This training is designed for those individuals who may be called upon to interact with the news media in a crisis. It provides them with the confidence and competence needed to do that successfully.

This workshop is conducted as a full-day session or as a series of training sessions, and focuses on the following:

  • The predictable phases or stages of all crises, and what to expect from persistent, aggressive reporters who cover them.
  • The essential skills needed for a successful encounter with the news media.
  • The role of new media (i.e., social media) in a crisis.
  • How to conduct a press briefing and a news conference. (Participants will take part in two press briefings and one news conference, which will be recorded and critiqued for learning opportunities. Those exercises are based on a realistic scenario developed with input from the client.)

Case Study: Crisis Spokesperson Training

One of the world’s leading global electronics companies headquartered in Japan wanted some of its managers trained to communicate with the news media in a crisis. These managers would be given assignments in the U.S., and the company recognized that… [read more]