There is a saying – if it can go wrong, it will go wrong. And all organisations, no matter how large or small, can be hit by bad publicity. It might be sudden, an accident or attack; a problem that won’t go away, or the poor handling of an emergency. It might be your fault, or it might not. Whatever the cause, how you deal with a crisis can make or break an organisation.

This workshop will help you know how to prepare for the worst, but also help you stop an issue becoming a crisis. It will consider good and bad practice with reference to past and current examples.


  • Considering risks and defining an issue and a crisis
  • Stakeholder management
  • Dealing with the media
  • The need for speed and accuracy of your response
  • When to speak to the media and how to do it
  • Bringing it all together in a crisis communication plan

Training outcomes:

  • Understand the need to plan for a crisis, including the preparation of a crisis communications plan
  • Review how and why the media (both on and offline) react to negative stories
  • Identify key stakeholders, create appropriate messages, and recognise which media channels to use – and how and when to use them
  • Identify the need for speed, accuracy and co-ordination while responding both online and offline
  • Gain the skills and confidence in managing communications during a crisis

Trainer: Kate Betts

Kate is a former journalist, who now specialises in crisis media management. She is an associate trainer at the Cabinet Office Emergency Planning College and for the Chartered Institute of Public Relations. Her journalistic experience includes working in newspapers, for the BBC and for commercial television. Kate is a BBC-trained video-journalist and has made features for BBC Radio 4. She has also taught print and broadcast journalism at the University of Sheffield and is the director of an award-winning PR agency.


Don’t panic, have a plan! I think this sums up the Crisis Communications course. Everything we do affects the reputation of the organisation/company we work for, even if its our own. We have to be very careful about what we say (or do) and to who. One wrong comment, or action can cause the public to react on social media and we have to be ready to nip it in the bud before things escalate to national level, or worse. The course is well worth doing and in my opinion there’s not enough awareness of how to respond in a reputational emergency. – Stockton-on-Tees Borough Council

The trainer was excellent and clearly extremely knowledge on the subject. It was one of the most engaging online training sessions I have attended. – CWPT

  • Trainer’s welcome Address
  • Defining an Issue and a Crisis
    • What is an issue?
    • What is a crisis?
    • Horizon scanning – What could go wrong? Assessing risk
    • What damage can a crisis do?
    • How important is your reputation?
    • The need to plan your response
  • Stakeholder Management
    • Who are the stakeholders?
    • How do you communicate with the audience?
    • What channels do you use?


  • Break
  • Dealing with the Media
    • How and why the media (online, social media and offline) responds to a crisis
    • How you should respond – online and offline, including on social media
    • Exercise – writing a holding statement
  • Lunch
  • Perception Versus Reality in a Crisis
    • How do you respond when the publicity doesn’t feel fair?
    • How do you balance internal and external communications?
  • The Need for Speed and Accuracy of your Response
    • How quickly do you need to react?
    • How should you react?
    • What information do you need?
    • How often do you need to update your communications?
  • Refreshments
  • When to Speak to the Media and How to do it
    • How to engage with the media
    • Do you need to speak? Is it really a crisis?
    • Who should speak?
    • Where and when should you speak?Ref


  • Bringing it all Together in a Crisis Communication Plan
    • Why planning is vital
    • When do you use the plan?
    • The elements of a crisis communications plan – including potential threats, audiences, channels, messages, roles and responsibilities
    • The vital appendices to a crisis communications plan – including contact details and log ons
    • Testing and updating the plan – how and when
    • When to implement the plan
  • Speaker’s Summary and Close

    *Programme subject to change

Who Should Attend

Who Should Attend?

Delegates who will have an interest in this training course will be looking to effectively deal with crises and issues.

*This Training Course is open to Public, Private and Third Sectors

For more information or to make a booking please call 0330 058 4285


We are now taking bookings for our wide range of training packages in-house your organisation; we also offer bespoke packages tailored for your organisation.

For more information or to discuss the available option please call 0203 961 5002 or email Info@GovernmentEvents.co.uk 

  • Public Sector Rate: £495.00+VAT
  • Private Sector Rate: £595.00+VAT
  • Voluntary Sector Rate: £445.00+VAT