Media Engagement

Description

Crisis and issues management are critical components for business, government and non-profit organizations and a way to manage risk in today’s rapidly changing culture and business environment. We all have something to say, and we can be certain that the media will want to be involved if a crisis occurs. Sometimes the media wants to play “gotcha,” or perhaps they are seeking information for the public interest in an effort to do the right thing. Nevertheless, we must respect the media’s place in society and culture and learn to coexist with them in good times and in times of crisis.

As part of a well-developed crisis plan, it is important to factor in the media and the proper way to engage media during a crisis. “No comment,” and no engagement with the media during a crisis is not an option. They will create their story about the crisis with or without your participation. It is far better to try to participate and ensure your organization's voice is heard and well-represented.

This four-week online course will introduce several key strategies a communications professional should consider during a crisis. When faced with a crisis, the goal is to help minimize the potential reputational risk. The response should either maintain or restore confidence in the company among internal and external stakeholders. Through relevant lectures, readings, and content, reflection questions and discussions, and the development of applicable tools/resources, this course will help prepare students to more confidently evaluate and engage media as part of the recommended crisis response strategies.

What You’ll Gain

Course Outline

• Tenets of Media Relations, Developing Talking Points, and Understanding the Types of Crisis Communication Strategies
• Demonstrate confidence in media engagement during a crisis with a focus on strategies and responding to trick/hostile questions from the media
• Engagement with media and choosing spokespeople – internal and external considerations.
• Delivery and Media Management for the CEO or Spokesperson.

Learning Objectives

Upon the successful completion of this course, students will be able to:

1. Develop media-friendly talking points/key messages for a crisis.
2. Demonstrate confidence in media engagement during a crisis with a focus on strategies and responding to trick/hostile questions from the media.
3. Prepare for engagement with media, including choosing spokespeople, and integrating internal and external organizational needs and considerations.
4. Build expertise in one-on-one coaching of message delivery and media management for the generalist (i.e. CEO and subject matter experts), ensuring they are trained to their strength