Course Objectives
The course aims to help participants to:
- understand the foundational issues in crises communication
- develop a crisis communication plan tailored to their organisation’s needs
- coordinate crises communication activities and lead in stakeholder engagements
In doing so, it seeks to empower organisations with human capital by which to effectively engage their publics during crises.
Course Topics
- Crises, organsations and communication
- Crises preparedness [assessment and structures]
- Developing the crises communication strategy
- Crises communication messaging
- Stakeholder engagement during crises [on and offline]
- Case studies
Who Should Attend?
This course caters to a diverse audience of professionals, offering substantial advantages, especially for:
- Public relations professionals
- Corporate communications professionals
- Brands communications professionals
- Politicians
- Political party communicators
- Public sector managers and directors
- CEOs of SMEs
- Business executives ([tailored executive trainings can be arranged])
- Managers of celebrities
- Aspiring communication professionals
- Religious leaders
Training Methodology
The training is delivered through presentations led by seasoned facilitators. We promote active engagement among participants through group discussions, simulations and collaborative activities.
Organisational impact
Organisations whose employees/officials enrol in this course stand to gain the following benefits:
- improved systems and readiness for communication during crises
- better managed storytelling and brand narratives during crises
- better protected brand reputation during and after crises
- improved stakeholder engagement and impact during and after crises
Individual impact
As a participant of this course, you will position yourself for enhanced career growth by:
- learning the skills to strategically position yourself as a crises communication expert
- learning to apply key principles in stakeholder engagement during crises to secure brand reputation and stakeholder trust
- developing the confidence to manage and leverage media engagement opportunities to tell brand stories during crises situations
Certificates
Upon successful completion of this training program, participants will receive a certificate from the Department of Communication Studies, University of Ghana.
Topic signposts
Crises, organizations and communication
- Crises, issues and the organisational brand
- Crises communication; the what and the why
Crises Preparedness
- Conducting the crises communication readiness audit
- Setting up a crisis communication team
- Preparing holding statements
Developing the crises communication strategy
- What is a crisis communication strategy?
- Elements in a crisis communication strategy
- The implementation activity plan
Crises communication messaging
- Your message under different crises conditions
- Image repair and crises
- Messaging and the crisis life cycle
- Messaging best practices (empathy, timeliness, responsiveness etc.)
Stakeholder engagement during crises
- Offline engagement channels and activities
- Managing online engagements during crises
- Engaging the media during crises
- Stakeholder engagement best practices
Case studies
- First Atlantic Bank manager side chick saga
- Serwaa Amihere leaked video saga
- Access Bank CEO and family death crisis
- Appointment committee misconduct saga