Corporate PR and Crisis Management: Training Course Outline

Overview

• This intensive five-day course equips participants with essential knowledge and skills to effectively manage corporate public relations and navigate crises that threaten organisational reputation and operations.
• The course covers crisis identification, communication strategies, stakeholder management, and recovery planning, emphasising real-world application through case studies and interactive exercises.
• Participants will learn to prepare for, respond to, and recover from PR crises, ensuring business continuity and safeguarding brand integrity in an increasingly complex media landscape.

Learning Objectives

• Understand the fundamentals of corporate public relations and the nature of crises impacting organisations.
• Identify different types of crises and their potential effects on reputation and operations.
• Develop and implement comprehensive crisis communication plans tailored to organisational needs.
• Master stakeholder engagement and media relations during crisis situations.
• Build and lead effective crisis management teams with clear roles and responsibilities.
• Apply best practices in social media monitoring, rapid response, and message consistency.
• Distinguish between crisis management and risk management, integrating both for resilience.
• Evaluate post-crisis impact and implement lessons learned for continuous improvement.

Training Methodology

• Highly interactive classroom sessions combining expert-led presentations with group discussions and scenario-based case studies.
• Practical workshops including role-play simulations of crisis scenarios to develop real-time decision-making and communication skills.
• Use of multimedia tools such as crisis communication templates, checklists, and social media monitoring demonstrations.
• Peer learning through sharing experiences and collaborative problem-solving exercises.
• Continuous feedback and Q&A sessions to clarify concepts and tailor learning to participant needs.
• Access to curated reading materials and digital resources for pre- and post-course study.

Organisational and Personal Impact

• Organisations will benefit from enhanced crisis preparedness, minimising reputational damage and operational disruption.
• Improved clarity on crisis roles and responsibilities leads to faster, more coordinated responses.
• Strengthened communication strategies foster trust with stakeholders, media, and the public.
• Personal development includes increased confidence in managing high-pressure situations and leading crisis teams.
• Participants gain skills that contribute to career advancement in PR, communications, risk, and executive leadership roles.
• The course supports building a resilient organisational culture that anticipates and adapts to crises effectively.

Target Audience

• Corporate communications professionals, PR managers, and media relations officers.
• Crisis management team members and business continuity planners.
• Senior executives and decision-makers responsible for organisational reputation.
• Risk management and compliance officers seeking to integrate crisis communication.
• Public sector officials and NGO leaders involved in stakeholder engagement.
• Consultants and advisors specialising in corporate reputation and crisis response.

Course Outline

Day 1: Foundations of Corporate PR and Crisis Management

• Introduction to Corporate PR: Roles and Importance
• Defining Crisis: Types, Characteristics, and Impact
• Distinguishing Crisis Management from Risk Management
• Case Study: High-profile Corporate Crises and Lessons Learned

Day 2: Crisis Preparedness and Planning

• Building a Crisis Management Framework
• Developing Crisis Communication Plans and Protocols
• Establishing Crisis Management and Communications Teams
• Tools for Crisis Monitoring: Social Media and Media Intelligence

Day 3: Crisis Response and Communication

• Effective Messaging: The 5 Cs of Crisis Communication (Concern, Commitment, Competency, Clarity, Confidence)
• Managing Internal and External Stakeholders
• Media Relations and Press Handling During Crises
• Role-play Exercise: Simulated Crisis Response

Day 4: Managing Complex and Multi-layered Crises

• Handling Information Leaks, Data Breaches, and Scandals
• Navigating Financial and Operational Crises
• Social Media Crisis Management and Reputation Repair
• Workshop: Crafting Apologies, Statements, and Recovery Messages

Day 5: Post-Crisis Recovery and Continuous Improvement

• Assessing Crisis Impact and Stakeholder Sentiment
• Business Continuity and Reputation Restoration Strategies
• Conducting Post-Crisis Reviews and Updating Plans
• Building Organisational Resilience and Culture of Preparedness
• Final Group Exercise and Course Wrap-up

Conclusion

• This course empowers organisations and individuals to face crises with confidence, agility, and strategic insight, transforming potential threats into opportunities for strengthening reputation and trust.
• By mastering corporate PR and crisis management, participants will contribute decisively to their organisation’s resilience and long-term success.
• We encourage ongoing learning and practice, recommending regular crisis simulations and plan reviews to maintain readiness in an ever-evolving risk landscape.
• Join us to build the skills that protect your organisation’s most valuable asset: its reputation.