5 Topics
5 Days
Programme Overview
Training Description
Who Should Attend
This course is ideal for:
- Public Relations (PR) and Communications Managers
- Marketing and Digital Brand Specialists
- Customer Service and Social Media Teams
- C-Suite Executives and Spokespersons
- Legal and Compliance Officers focused on digital risk
- Any professional responsible for public-facing communication
Session Objectives
- Develop a proactive reputation monitoring system.
- Master the stages of digital crisis planning.
- Execute effective real-time communication strategies.
- Implement SEO techniques for reputation repair.
- Build long-term stakeholder trust and loyalty.
About the Course
This course provides comprehensive training in proactively safeguarding and defensively managing a brand's public perception across all digital platforms. It teaches advanced techniques for reputation monitoring, identifying potential threats before they escalate into crises, and utilizing search engine optimization (SEO) tactics for managing the narrative. Participants will learn how to create a robust, multi-stage crisis communication plan, manage the public and media response during real-time events, and execute effective strategies for post-crisis recovery and reputation rebuilding. Crucially, the program focuses on legal and ethical considerations in online response, ensuring that communications are both fast and compliant while maintaining long-term stakeholder trust.
Curriculum & Topics
5 Topics | 5 Days
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Subtopic 1.1:
• Establishing key metrics and tools for continuous brand health and sentiment monitoring.
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Subtopic 1.2:
• Identifying the three stages of reputation threats: Signal, Escalation, and Crisis.
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Subtopic 1.3:
• Understanding the long-term impact of search engine results pages (SERPs) on brand perception.
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Subtopic 2.1:
• Developing a detailed, ready-to-activate Crisis Communications Playbook with clear roles and responsibilities.
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Subtopic 2.2:
• Creating pre-approved holding statements and dark sites for rapid crisis deployment.
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Subtopic 2.3:
• Conducting risk matrix mapping to prioritize potential vulnerabilities and worst-case scenarios.
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Subtopic 3.1:
• Determining the appropriate response velocity and tone for different crisis types and platforms.
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Subtopic 3.2:
• Techniques for dealing with trolls, misinformation, and viral negative content on social media.
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Subtopic 3.3:
• Managing the relationship with traditional media and key digital influencers during an active crisis.
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Subtopic 4.1:
• Implementing SEO strategies to push negative content down and amplify positive assets.
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Subtopic 4.2:
• Conducting a thorough post-mortem analysis (lessons learned) to update procedures.
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Subtopic 4.3:
• Understanding legal and ethical boundaries, including defamation, privacy, and regulatory compliance in communications.
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Subtopic 5.1:
• Developing an ongoing strategy for proactive trust-building content and transparency.
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Subtopic 5.2:
• Utilizing positive customer reviews and user-generated content (UGC) as reputation insurance.
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Subtopic 5.3:
• Training internal stakeholders, including employees, as brand advocates and first-line defenders.
