The British Academy for Training and Development offers a course titled "Public Relations and Crisis Management" aimed at equipping trainees with deep knowledge and practical skills in the field of public relations and crisis management. In a rapidly changing world, where daily challenges intersect with unforeseen crises, intelligent and professional interaction with the media and the public is essential for safeguarding the reputation of organizations.

This course highlights the importance of public relations as a strategic tool for building trust with the public, as well as effective crisis management through well-planned communication strategies. Over six intensive days, participants will gain the tools needed to manage crises efficiently, including the development of emergency plans, innovative media strategies, and ensuring business continuity during crises.

The course will provide participants with an in-depth understanding of how to manage crises effectively, as well as how to make fast and well-considered decisions under pressure. It also aims to improve both internal and external communication skills, contributing to better organizational responses to challenges and maintaining their reputation during difficult circumstances.

Who Should Attend?

• Public Relations Managers.
• Media and Marketing Officials.
• Crisis Management Teams.
• Executive Officials in Organizations and Companies.
• Anyone interested in enhancing their skills in public relations and crisis management.

Knowledge and Benefits:

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

• Understand the importance of public relations and its pivotal role in building the organization’s reputation and communication with the public.
• Develop effective crisis management strategies, focusing on decision-making techniques under pressure.
• Analyze and implement a media communication plan to contain crises and reduce their impact on the organization’s image.
• Improve communication skills during crises, both with the media and internally within the organization.
• Utilize modern tools and techniques in public relations and media to manage crises effectively.

Public Relations and Crisis Management

• Public Relations as a Strategic Tool

  • Definition and objectives of public relations.
  • The relationship between public relations and the media.
  • The crucial role of public relations in improving the organization's image.

• Crisis Management Essentials

  • Defining crises and their causes.
  • The difference between a crisis and a daily problem.
  • The importance of proactive planning in facing crises.

• The Vital Role of Public Relations in Crises

  • How public relations contribute to crisis management.
  • Effective communication strategies during crises.
  • Balancing reputation protection with honest communication.

Planning Public Relations Strategies in Crises

• Analyzing the Current Situation

  • Identifying strengths and weaknesses in current communication strategies.
  • Studying the target audience in times of crises.
  • Evaluating the organization's preparedness to face crises.

• Creating a Crisis Public Relations Plan

  • Elements of a comprehensive crisis management plan.
  • Identifying potential risks and setting scenarios.
  • Preparing clear messages for those affected by the crisis.

• Choosing the Right Communication Channels

  • Traditional and new media.
  • Using social media in crisis management.
  • Interacting with the public through digital channels and visual representation.

Media Communication During Crises

• Managing Communication with the Media

  • How to build a healthy relationship with the media before a crisis.
  • Handling journalists during crises.
  • How to issue effective press releases.

• Dealing with Rumors and Misinformation

  • Information verification strategies.
  • How to quickly respond to rumors.
  • The important role of the media in shaping public opinion.

• Internal Communication During Crises

  • How to inform employees about internal developments.
  • The importance of internal transparency in building trust.
  • Sharing information between different teams within the organization.

Leadership During Crises

• Effective Leadership During Crises

  • Basic leadership skills during high-pressure times.
  • Making quick decisions based on partial information.
  • Building team trust during stressful periods.

• Coordinating Crisis Management Teams

  • Creating an integrated crisis management team.
  • Assigning roles and responsibilities during the crisis.
  • The importance of continuous communication among team members.

• Motivating the Team and Ensuring Continuity

  • Maintaining morale during crises.
  • Providing psychological and professional support to the team.
  • Ensuring the team’s ability to adapt to challenges.

Post-Crisis Strategies and Recovery

• Evaluating the Crisis After It Ends

  • Collecting data and feedback after the crisis.
  • Measuring the effectiveness of the crisis management plan.
  • Analyzing gaps and identifying future improvements.

• Rebuilding Organizational Reputation

  • Strategies to regain trust after a crisis.
  • How to improve the public image of the organization.
  • Using public relations to enhance long-term reputation.

• Learning from Crises to Improve Future Performance

  • Developing a preventive plan for future crises.
  • Updating procedures and plans based on lessons learned.
  • Building a resilient organizational culture capable of handling crises.

Report Writing and Evaluation

• Writing Post-Crisis Reports

  • How to prepare a comprehensive report on the crisis and its management.
  • Analyzing performance and extracting lessons.
  • How to provide recommendations for improving future performance.

• Evaluating Crisis Management Strategies

  • Tools to assess the effectiveness of communication strategies.
  • Evaluating the organization’s ability to respond quickly and effectively.
  • The role of feedback in improving crisis management strategies.