Reputation is among the most valuable and most fragile assets an organisation holds. Trust takes years to build, yet it can be damaged within hours by an accident, a leak, a service failure or an unfortunate post. Organisations that communicate well in a crisis are usually those that already communicate well every day, with clear objectives, known spokespeople and good relationships with their audiences.

This introductory course therefore joins strategic and crisis communication in one learning path. Participants first learn the building blocks: defining objectives, analysing stakeholders and audiences, crafting a core narrative and selecting channels from media relations to digital platforms. They then study how crises develop, how to assess their seriousness, and what a workable crisis communication plan contains, including roles, approval routes, contact lists and monitoring arrangements. Sessions on message development, media interviews and social media give practical techniques for the critical first hours. The final sessions cover recovery, rebuilding trust and learning from the event.

The course assumes no prior background. Teaching is hands-on, with short exercises, role plays and simulated press briefings, and participants complete a personal toolkit with a plan outline, message templates and a checklist they can adapt to their own workplace.

By the end of the course, participants will be able to:

• Define strategic communication and set clear communication objectives.
• Analyse stakeholders and tailor messages to different audiences.
• Explain the stages of a crisis and assess the severity of an incident.
• Outline the key sections of a crisis communication plan.
• Draft a holding statement, key messages and a short media release.
• Handle basic media and social media interactions during a crisis.
• Review a response and apply lessons to rebuild trust.

The course is for people who are new to communications or who are about to take on a spokesperson or planning role, including:

• Communication, public relations and media officers
• Programme officers and project coordinators
• Administrative and executive assistants supporting senior leaders
• Junior and middle managers
• Customer service and community relations staff
• Social media and digital content officers
• Staff in county and national government departments
• Volunteers and officers in NGOs and faith-based organisations

Participants leave with:

• A simple strategic communication plan for their own unit or project.
• A crisis communication checklist covering the first 24 hours.
• Message maps and holding statement templates that can be quickly adapted.
• Confidence in handling a basic media or public question.
• Guidance on using social media safely during an incident.
• A short list of improvements to make their organisation more crisis ready.

The course is practical and paced for beginners. It features:

• Brief explanations of concepts followed by guided practice
• Role plays of media interviews and community meetings
• Scenario simulations that unfold in stages with new information
• Worked examples of effective and ineffective statements
• Take-home templates and checklists for immediate use

Participants who attend all sessions and take part in the simulations receive a CPD-accredited Certificate of Completion issued by Vision Reach Global Consultancy.