Crisis management - Press Association

Crisis Management

Learn how to manage the fall-out from a crisis in today’s social media-driven world – before it happens. Handled well, damage can be limited; handled badly and it can have a huge effect on image and profits. This course examines worst-case scenarios and what to do when things go wrong.

Managers, communication professionals and customer service professionals who need a ‘what-if?’ mechanism in place should something goes wrong.

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Course Outline

Planning in advance to prevent crises 

  • Identifying potential issues and assessing their likelihood and impact on reputation, finances, operations and customer service
  • Deciding who should be in the crisis management team and the crisis communications team

Creating a tailor-made crisis strategy

  • Developing a framework for managing communication activities during a crisis
  • Deciding specific processes and procedures that will ensure consistency in crisis communication activities
  • Ensuring the media presents your organisation’s point of view

When the unexpected happens

  • Crafting the initial response to ensure your organisation controls the story
  • Producing useful briefing materials for the media
  • Media handling do’s and don’ts to get positive coverage

Empowering your employees

  • Ensuring employees understand your organisation’s viewpoint and are supportive of your actions
  • Finding roles for employees so they can become ambassadors to customers and other key stakeholders as the crisis unfolds
  • Ensuring leaders support the crisis communications plan and understand their roles

The principles of formulating a strategy

  • The principles of three-stage strategic planning.
  • How strategic planning and PR planning work hand-in-hand
  • What is the difference between strategy and planning?

The four stages of PR planning

  • Why research and analysis are vital
  • The rationale of mutual understanding between you and your audience
  • Why creativity is important in PR planning
  • How research and evaluation are tightly linked

Research tools and how to use them

  • How to carry out a media analysis
  • Free media resources to sharpen your focus
  • Making use of available research in your organisation
  • Keeping on top of the social media landscape

Planning and implementation – tips on making your campaign work hard

  • How to present a PR plan
  • The importance of clarity in denying your objectives
  • Breaking up your PR plan into clear sections
  • Breaking down the mechanics into manageable headings

Monitoring and evaluation

  • The pros and cons of professional media monitoring
  • How to evaluate your campaign
  • Building evaluation costs into your planning
  • How to measure financial value, messaging, tone, sentiment
  • Advanced media evaluation techniques

Budgeting – how to make your campaign deliver value for money

  • The costs of PR & why budget should be the starting point for PR planning
  • Breaking down your campaigns into measurable elements
  • Understanding the concept of time as a cost
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All courses can be run at the Press Association offices

in London, Victoria or on your own premises.

If you have any further questions contact us on

+44 (0)20 7963 7920


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