Media Management in Crisis Communications

Why Attend

Crisis doesn’t knock—it erupts. Whether it’s a product recall, executive scandal, cyberattack, or natural disaster, organizations today are exposed to unprecedented levels of public scrutiny.

In a digital world where reputations can unravel within minutes, the ability to manage media communication during crises is no longer optional—it is mission-critical.

Many organizations struggle to respond effectively when a crisis hits. Messages are delayed, inconsistent, or tone-deaf. Spokespersons are unprepared.

Social media spirals out of control. As a result, public trust erodes, stakeholders panic, and reputational damage becomes harder to repair.

The Media Management in Crisis Communication course is designed to bridge that gap. Across five focused days, participants will explore proven frameworks, communication protocols, and real-world strategies to navigate high-pressure media environments.

From crafting clear crisis messages and managing live press interactions to leveraging digital platforms and rebuilding public trust, this course prepares communication professionals to lead with clarity, credibility, and confidence.

Whether you’re a corporate communicator, public relations officer, or spokesperson, this program equips you with the tools to respond swiftly, speak strategically, and manage public perception before, during, and after any crisis.

Course Methodology

By the end of the Media Management in Crisis Communication course, participants will be able to:

• Identify and classify different types of crises, understand their underlying dynamics, and assess their communication implications on organizational reputation.
• Build proactive crisis communication frameworks by developing crisis communication plans (CCPs), forming competent response teams, and defining roles and responsibilities, including media spokespersons.
• Navigate the full crisis communication lifecycle, from pre-crisis planning and initial response to post-crisis evaluation and recovery messaging.
• Communicate with clarity and credibility under pressure, using tailored messages for different media channels and audiences while maintaining alignment with ethical standards and corporate values.
• Leverage traditional and digital media effectively, including real-time social media strategies to manage narratives, counter misinformation, and maintain public trust.
• Incorporate empathy, emotional intelligence, and ethical decision-making into all communications to strengthen internal cohesion and external credibility during critical moments.
• Measure and evaluate crisis communication outcomes using structured KPIs, feedback tools, and media impact analysis to refine future response strategies and maintain transparency with stakeholders.

Course Objectives

This course is designed for professionals who play a critical role in managing communication during organizational crises, ensuring that messages are timely, accurate, and aligned with institutional values. It is particularly beneficial for:

• Public Relations and Media Professionals
• Crisis and Risk Management Officers
• Corporate Communications and Branding Teams
• Government Spokespersons and Public Affairs Officers
• Executives and Decision Makers
• Social Media and Digital Communication Specialists
• NGO, Nonprofit, and Humanitarian Leaders

Day 1 : Introduction to Crisis Communication

• Defining a crisis and crisis communication
• Discussing the evolution of a crisis over time
• Explaining various types of crises and their key aspects
• Addressing media relations in a time of crisis 
• Principles of crisis communication:
• Setting clear objectives 
• Responding promptly and taking responsibility
• Understanding and profiling the audience 
• Coordinating with the team and stakeholders
• Continuously monitor and adjust the strategies

Day 2 : Crisis Management Process

• Describing the pre-crisis phase in the crisis management process:
• Preparation of a crisis management plan (CMP)
• Building a crisis management team (CMT)
• Defining the spokesperson's role during crises 
• Exploring key activities in the crisis event phase:
• Initial response 
• Reputation repair 
• Discussing what should be done in the post-crisis phase:
• Lesson learned 
• Follow-up communication 
• Case Study: The 2018 United Airlines Passenger Removal Incident

Day 3 : Crisis Communication and Media Role

• Discussing the role of media in crisis communication
• Identifying how media can assist in crisis response 
• Methods for using social media in crisis communication
• Challenges and advantages of social media in a crisis
• Best practices for using social media in crisis communication 
• Case Study: Analyzing the role and use of social media in crisis communication

Day 4 : Crisis Communication Management Strategies 

• Exploring standards and protocols in crisis communication management 
• Strategies for managing victims during a crisis and the importance of empathy 
• Strategies for building trust and credibility during a crisis 
• Techniques for ensuring responsible behavior under pressure and during crisis time 
• Discussing ethical considerations in crisis communication 
• Recognizing the importance of analyzing crisis responses and documenting lessons learned

Day 5: Measuring Crisis Communication Result 

• Understanding the importance of measuring crisis communication responses 
• Exploring key performance indicators (KPIs) for crisis communication 
• Key elements of crisis communication measurement:
• Measurement of outputs
• Measurement of impact 
• Measurement of outcomes 
• Techniques and tools used to measure crisis communication 
• Identifying the importance of communicating the results with stakeholders 
• Best Practices and lessons learned