Course overview
Description generated based on course syllabus and open data.
The course focuses on public relations and media in a crisis: preparing key messages, press statements and conferences, working with the media and soundbites, handling difficult questions, and delivering sensitive news.
PR and Media: Learning Objectives for Crisis Communications
- Managing crisis communications with a clear action plan.
- Confident on-camera delivery and structured messaging.
- Preparing statements and talking points for media.
- Speaking in concise soundbites with controlled length.
- Answering tough questions while keeping focus.
- Ethical and accurate delivery of bad news to stakeholders.
- Using stories to clarify decisions.
- Communicating change to internal and external audiences.
- Performing under pressure and managing press events.
- Interacting with journalists and checking quotations.
Audience: Who Benefits from Public Relations and Crisis Communications
Suitable for
- Executives and organizational spokespeople.
- PR managers, press offices, media relations specialists.
- Crisis managers, risk and compliance professionals.
- Subject-matter experts providing media commentary.
Not suitable for
- Those who do not plan public communication or media interaction.
- Those expecting universal answers without adaptation.
- Those unwilling to rehearse and work on-camera.
Problem → Indicative Outcome in PR and Media During a Crisis
- Scattered messaging → aligned key messages for diverse audiences.
- Camera anxiety → structured delivery and control of nonverbal cues.
- Lengthy answers → concise, quotable soundbites.
- Unexpected questions → prepared Q&A bank and bridging techniques.
- Chaotic press events → clear roles, timing, and briefing logistics.
- Uncomfortable news → transparent, consistent communication focused on facts.
Comparison with Alternatives in Public Communications
- Improvisation during a crisis: higher risk of conflicting quotes; a systematic approach uses prebuilt messages and scenarios.
- Internal guidelines only: limited media practice; add rehearsals, interview simulations, and press briefings.
- Purely technical press releases: low clarity for audiences; apply plain-language formulations and soundbite testing.
Learning Outcomes: Public Relations and Crisis Media Communications
Working with the Media
- Preparing press statements, briefings, and press conferences.
- Shaping quotations and verifying message accuracy.
- Building short and clear soundbites.
Spokesperson Performance
- Confident work with camera, voice, and pacing.
- Managing body language and audience connection.
- Delivering sensitive and unfavorable news clearly and correctly.
Planning and Rehearsals
- Crisis communications plan and message matrix.
- Q&A bank, briefing scripts, and logistics checklists.
- Procedures for journalist interaction and quote monitoring.
Course Description
Public Relations during a time of crisis. Imagine that a crisis hits your organization and that you come out on top in the media. You initiate proactively to the media. You have a clear and easy-to-understand the message. And you get the exact quotes you want in the final stories.
You didn't pick or plan the Public Relations crisis, but you are ready to communicate effectively.
Your reputation doesn't just remain intact; your reputation has improved!
You will learn how to prepare and deliver messages to the media in a time of a Public Relations crisis. How to plan for press conferences, media statements, messages, and sound bites will be covered. Why it is essential to prepare for a crisis before you know when or what the crisis will be. Crisis communications Public Relations requires a plan that covers every aspect of message development, rehearsal, and media management. This course is ideal for CEOs, PR managers, crisis managers, and anyone who is responsible for the reputation of an organization.
What will students achieve or be able to do after taking this Public Relations course?
*Be able to Manage Crisis Communications
*Know how to appear Confident on the Camera
*Prepare Messages
*Speak in Sound Bites
*Handle tough questions
