crisis communication certificate...

A CERTIFICATE PROGRAM

NOVEMBER 1–DECEMBER 13, 2017

SIX LIVE AND/OR ON-DEMAND MODULES

CRISIS COMMUNICATIONCERTIFICATE PROGRAM


NOVEMBER 1–DECEMBER 13, 2017 • WEDNESDAYS AT 3 P.M.

Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. Recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. To provide more education and understanding surrounding crisis communication, PRSA has developed this brand new professional development offering. Designed as a certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources and ideas, and working through various crises.

Each module will be led by nationally and internationally recognized experts in their field. Most also will include a case study presented by an industry leader who worked through a crisis, and can share what was effective and what wasn't.

The live, online series of six modules will launch on Nov. 1, 2017, and run through Dec. 13, 2017, airing each consecutive Wednesday from 3–4:30 p.m. ET (with a break during the week of Nov. 22, in anticipation of the Thanksgiving holiday in the United States). All modules will be recorded so that participants can listen or review them after the live date or to relisten in preparation for the final exam. Additionally, member participants will be given access to PRSA’s Online Crisis Communications Community, an exclusive online forum offering private access and interactive dialogue with other members taking the course.

After successfully completing the 18-question, multiple-choice exam at the end of the series, attendees will be awarded a certificate of completion and digital badge for their LinkedIn profile and/or resume.

The 6-week (skipping the week of Thanksgiving) Crisis Communication Program modules include the topics of:

• Principles of Effective Crisis Response.

• Obtaining Public Forgiveness.

• Telling Your Story in a Crisis.

• Influencing Leaders.

• Operational Readiness No. 1: Establishing anEffective Crisis Response Team and Process.

• Operational Readiness No. 2: EffectiveCrisis Planning

has successfully completed on December 2017

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PROGRAM INFORMATION

SIX LIVE AND/OR ON-DEMAND COURSES

MODULES

1

This certificate program is designed for:• Manager and senior-level PR and communication professionals.• Professionals who are responsible for corporate reputation.• Any professional responsible for managing a corporate communications team.• Leaders charged with advising leaders, lawyers and other executives.• Professionals responsible for managing digital communications.• Risk Management professionals.• Managers with five or more years of experience.

2

By the end of this certificate program, participants will have learned how to:• Master key skills and tools needed to understand the drivers of trust in the context

of fulfilling expectations.• Discover how to obtain forgiveness through the specific language of apologies.• Understand the techniques for building and sustaining a corporate narrative.• Effectively communicate how to persuade CEOs and other senior executives during a crisis.• Develop clarity around roles and processes.• Define how to plan for both timely and effective crisis responses.

OBJECTIVES

WHO SHOULD ENROLL

PROGRAM DESIGN

Crisis communication is one of the most consequential disciplines in public relations. Organizations that respond effectively in a crisis create for themselves a powerful competitive advantage. But organizations that mishan-dle crises put themselves at a substantial competitive disadvantage. This certifi-cate program aims to equip PR professionals to help organizations maintain the trust of those who matter, when it matters most.

“

“ – Helio Fred Garcia, Executive Director,

Logos Institute for Crisis Management and Executive Leadership;

Professor at NYU and Columbia

MODULE SPEAKER CASE STUDY SPEAKER

DATE & TIME

1

Principles of Effective Crisis Response

HELIO FRED GARCIA, Executive Director, Logos Institute for Crisis Management and Executive Leadership; Professor at NYU and Columbia

November 13–4:30 P.M. EDT

2

Obtaining Public Forgiveness

ADAM TIOURIRINE, Senior Fellow, Logos Institute for Crisis Management and Executive Leadership

LILIANA ESPOSITO, Senior Vice President, Chief Communications Officer, The Wendy’s Company

November 83–4:30 P.M. EST

3

Telling Your Story in a Crisis

CARL FOLTASenior Counselor,Abernathy MacGregor

NICK ASHOOH,Senior DirectorCorporate and Executive Communication, APCO Worldwide


4

Influencing Leaders

MIKE FERNANDEZ, CEO, Burson-Marsteller, USA

ELISE EBERWEIN, Executive Vice President – People and Communications, American Airlines


5

Operational Readiness No. 1: Establishing an Effective Crisis Response Team and Process

LEWIS PRYOR, APR Head of External Communication, State Farm Insurance Companies

SEAN SMITH, Executive Vice President, Porter Novelli

December 63–4:30 P.M. EST

6

Operational Readiness No. 2: Effective crisis planning

HELIO FRED GARCIA, Executive Director, Logos Institute for Crisis Management and Executive Leadership; Professor at NYU and Columbia

PATTIE KUSHNER, Vice President, Global Corporate Communications and Brand, LabCorp

December 133–4:30 P.M. EST

3

SCHEDULE

The rules of crisis communication keep changing. Changes in how people get their news and form their opinion, and changes in the media landscape keep upending what were considered the best practices. The kind of events that PRSA puts on are invaluable for practitioners to hear from their peers on what is working.

“

“ – Sean Smith, Executive Vice President, Porter Novelli

This module will explore the foundations of an effective crisis response including decision criteria and levers of trust. Participants will learn the core principles of effective crisis response. We’ll address the drivers of trust in the context of fulfilling expectations. What would reasonable people appropriately expect a responsible organization to do in this situation? Learn how to quickly prevent reputational harm with the core expectation that the organization cares.

Case Study: This module's discussions will surround a case study balancing empathy and risk, and give examples of showing care as well as failing to show care.

NOVEMBER 1 • 3–4:30 P.M. EDT

PRINCIPLES OF EFFECTIVE CRISIS RESPONSE

4

Helio Fred GarciaExecutive Director, Logos Institute for Crisis Management and Executive Leadership; Professor at NYU and Columbia

SPEAKER

LIVE/ON-DEMAND MODULES

5

NOVEMBER 8 • 3–4:30 P.M. EST

OBTAINING PUBLIC FORGIVENESS

Adam TiouririneSenior Fellow, Logos Institute for Crisis Management and Executive Leadership

SPEAKER

Liliana EspositoSenior Vice President, Chief Communications Officer, The Wendy’s Company

CASE STUDY SPEAKER

The module will address communications approaches to should be considered when an organization has made a mistake and seeks to express that publicly, but in doing so must also consider the potential risks involved including potential litigation.

Case Study: In this modules case study, participants will hear various examples of effective and ineffective outreach with the public in these situations.


6


TELLING YOUR STORY IN A CRISIS

In this module, participants will learn about telling a narrative to both internal and external audiences. We’ll dive into techniques for building and sustaining a corporate narrative while mastering ways to build trust through the power of storytelling.

Case Study: This module will describe an example of crafting a corporate story in a high-stakes crisis or potentially contentious situation.


Nick AshoohSenior Director,Corporate and Executive Communication, APCO Worldwide

SPEAKER CASE STUDY SPEAKERSPEAKER CASE STUDY SPEAKER

Carl FoltaSenior Counselor,Abernathy MacGregor

7


INFLUENCING LEADERS

Mike FernandezCEO, Burson-Marsteller, USA

Elise EberweinExecutive Vice President – People and Communications, American Airlines

This module will cover how to persuade CEOs and other senior executives to make productive decisions and engage stakeholders in a crisis. We’ll address getting CEOs and other executives to communicate effectively in a crisis.

Case Study: This case study will share examples of CEO and senior executives their concerns and the ways executives were persuaded including possible before/after experiences.

SPEAKER CASE STUDY SPEAKER



8

DECEMBER 6 • 3–4:30 P.M. EST

OPERATIONAL READINESS NO. 1: ESTABLISHING AN EFFECTIVE CRISIS RESPONSE TEAM AND PROCESS

This module provides an in depth look at creating the operational readiness for a crisis. Specifically, how to identify executive's roles in a crisis and developing clear processes. We’ll cover how to establish internal crisis communications response structures and teams while developing processes and protocols for effective rapid response.

Case Study: This module will share a case study example of establishing a crisis war room, operation center, etc. to ensure an established process.


Lewis Pryor, APRHead of External Communication, State Farm Insurance Companies

Paul G. Omodt ABC, APR, MBCPresident, Omodt & Associates Critical Communications

SPEAKER CASE STUDY SPEAKERSPEAKER CASE STUDY SPEAKER

9

DECEMBER 13 • 3–4:30 P.M. EST

OPERATIONAL READINESS NO. 2: EFFECTIVE CRISIS PLANNING

Pattie KushnerVice President, Global Corporate Communications and Brand, LabCorp

Helio Fred GarciaExecutive Director, Logos Institute for Crisis Management and Executive Leadership; Professor at NYU and Columbia

This module will show how to plan for both a timely and effective crisis response. We’ll cover how to prepare for specific crises before they happen. Then we’ll wrap up the course by tying together all the resources and practices addressed in each module so you’re ready to take the exam and earn your certificate of completion.

Case Study: This module will showcase an example of a well-planned crisis that could have gone quite differently without planning.




LEARN AS A GROUPSpecial Rates are available for groups of five or more. Please contact PRSA for more details.

PRSA MEMBER RATES*

Early Bird Rate (before October 18) $1, 295Regular Rate (after October 18) $1,495

NONMEMBER RATE

$1,795

*Global Alliance members qualify for the PRSA Member Rate.

CANCELLATIONS/REFUND POLICYRefund of the Crisis Communication Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than Oct. 25, 2017. Registrants whose cancellation requests are postmarked after Oct. 25, 2017, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Crisis Communication Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by Oct. 25, 2017, if another person will be attending the Certificate Program in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

DETAILS & PRICING

10

APR MAINTENANCE CREDITParticipants earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 6.0 APR Maintenance credits.

FOR MORE INFORMATION & TO REGISTER Visit bit.ly/prsacrisiscomm

CONTACTJason Barnhart - Director, Professional Development(212) 460-1480 • [email protected]


120 Wall St., F

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