Research by Oxford Metrica and others shows that a client's reputation is not necessarily damaged by a crisis itself. What does harm to their share-price, sales, trade relationships, media profile, recruitment potential, government relations and standing in the community is being seen to handle the communications around a crisis badly.
Most companies will experience a business-threatening event once every five years. When it happens, clients suddenly find themselves under the media spotlight, with intense and unwelcome public attention catching them off-guard. Some firms acquit themselves well, and often acquire a better reputation in the aftermath. Others try to hide and take years to recover. A few are wiped out forever by lack of foresight.
Event Type: Classroom
Address: 2 Jordan Street, Manchester, M15 4PY
Places available: 7
Places remaining: 0
Trainer: Adrian Wheeler FPRCA
How attendees will benefit
- Learn how to make a compelling case to clients for investment in crisis preparedness
- Gain proven rules and systems for handling stakeholder and media relations during and after a crisis
- Understand how to cut through the panic and take control of a crisis in ‘the Golden Hour'
- Be able to sell crisis preparedness programmes and acquit themselves professionally when crisis strikes a client.
Who should attend
This PRCA workshop is designed to help consultants and practitioners work with senior client management to prepare for handling crisis communications in a calm, professional and creditable manner.
What attendees will learn
The agenda is based on case-studies and covers:
- Presenting the case for crisis communications preparation to management
- Risk analysis and contingency planning (what is likely to happen?)
- Stakeholders and audiences in a crisis: knowing who they are in advance
- Crisis procedures: roles, systems, equipment, locations, materials, handbooks
- Training, simulations, rehearsals; keeping up-to-date
- On the day: what a crisis feels like, what it looks like
- Immediate actions: seizing the initiative
- Handling media relations professionally in a crisis
- External follow-up and internal learnings
- Hard copy (or online copy) of the Powerpoint slide deck
- List of relevant books, articles, sites and blogs
- Checklists, cue-s
Adrian Wheeler started out as a local newspaper reporter before training at a financial public relations firm in the City. He co-founded Sterling Public Relations, a general practice agency, in 1976. This firm became the UK office of GCI Europe; as CEO of GCI UK, Wheeler led the company into the UK Top Ten and in 2000, as chairman of GCI Europe, oversaw the development of a 28-office network with 53 multi-country clients. Since 2006 he has been a partner in Agincourt Communications and a non-executive director of Firefly Communications, The London Communications Agency, The Gyroscope Consultancy and Best Communications (Prague). He is chairman of the CIPR's Professional Practices Committee. As a PR trainer he delivers courses to clients and consultancies throughout Europe and the Middle East.