The British Academy for Training and Development offers this training program in Crisis Media Management, designed to equip communication professionals and decision-makers with the skills needed to effectively manage media relations during crises.

In today’s fast-paced information landscape, the ability to respond swiftly, clearly, and credibly to crisis situations is critical for protecting organizational reputation and maintaining stakeholder trust.

This course explores the tools and strategies necessary for navigating high-pressure media environments, developing crisis communication plans, managing press interactions, and crafting impactful messages. It also addresses the role of social media, press conferences, and internal communications in building a resilient and coordinated media response.

Who Should Attend?

• Communication and media relations professionals.
• Spokespersons and public affairs officers.
• Senior managers and executives responsible for crisis response.
• PR consultants and brand reputation specialists.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• To understand the media's role and expectations during crises.
• To develop effective communication strategies for high-pressure situations.
• To improve skills in message development, media briefings, and press interactions.
• To prepare participants for managing misinformation and public perception.
• To establish frameworks for internal and external communication alignment.

• Introduction to Crises and Media

  • Definition and common types of organizational crises

  • Characteristics of crises and individual/institutional behavior

  • Difference between a crisis and a transient media event

• Role of Media in Organizational Crisis

  • Relationship between media and crisis management

  • Media’s impact on public perception during emergencies

  • Organizational responsibility in controlling media messages

• Stages of Media Crisis Development

  • Pre-crisis: warning and preparation

  • Crisis outbreak: coverage and message control

  • Post-crisis: evaluation and media recovery

• Media Interaction with Crisis Escalation

  • How media discourse changes with event development

  • Analyzing media coverage during prolonged crises

  • Mechanisms to control media coverage during escalation

• Separating Crisis Management from Media Communication

  • Roles of operations teams vs. communication teams

  • Importance of an independent media center within the crisis structure

  • Avoiding role conflicts between spokespersons and executive management

• Integration Between Corporate Communication and Senior Management

  • Coordinating statements and official announcements

  • Preparing leaders for media appearances

  • Building internal trust to ensure message consistency

• Proactive Media Planning for Crises

  • Developing different media scenarios

  • Identifying optimal communication channels for each situation

  • Preparing adaptable media content

• Strategic Crisis Communication Plan

  • Assigning official spokespersons and media appearances

  • Creating a timeline for phased disclosure of information

  • Standardizing media message templates

• Media Tools During Crises

  • Press releases: structure, timing, and distribution

  • Press conferences: preparation and content

  • Internal newsletters and employee-directed communications

• Sensitive Channels for Information Dissemination

  • Official and alternative platforms during emergencies

  • Using SMS and email as supporting communication tools

  • Advantages and limitations of each media channel under pressure

• Crafting Crisis Media Messages

  • Language that balances reassurance with clarity

  • Prioritizing message content

  • Addressing sensitive topics without causing panic

• Adjusting Message Tone by Audience

  • Differentiating internal vs. external communication

  • Tailoring messages for local and international media

  • Adapting content for different audience segments

• Traditional Media Engagement

  • Building professional relationships with journalists

  • Conducting TV and radio interviews

  • Managing peak media periods without information leaks

• Handling Media Pressure During Live Coverage

  • Maintaining message discipline under pressure

  • Responding to difficult questions

  • Managing misinformation or deliberate misinterpretation

• Digital Media in Crises

  • Speed of publication vs. content accuracy

  • Monitoring digital content related to the crisis

  • Managing digital campaigns targeting the organization

• Managing Social Media Accounts During Crises

  • Preparing proactive posts and immediate responses

  • Controlling comments and audience interaction

  • Coordinating content across platforms for consistency

• Protecting Corporate Reputation

  • Analyzing media risks affecting reputation

  • Mechanisms to control misinformation

  • Mitigating negative impact of adverse media coverage

• Building Public Trust During Crises

  • Crafting solution-focused media narratives

  • Highlighting organizational efforts in crisis management

  • Using credible testimonials to enhance reliability

• Media Coordination Between Stakeholders

  • Ensuring unified messages across multiple entities

  • Managing statements from different official sources

  • Coordinating with relevant governmental or security agencies

• Controlling Information Flow Across Levels

  • Managing internal and external disclosure sequencing

  • Ensuring all departments receive unified updates

  • Preventing leaks through centralized messaging

• Post-Crisis Media Performance Evaluation

  • Analyzing accuracy, timing, and effectiveness of messages

  • Measuring media impact on organizational reputation

  • Reviewing and updating future crisis communication plans

• Media Documentation and Learning

  • Archiving media coverage and data during crises

  • Leveraging experience for future scenarios

  • Developing a crisis communication handbook