Communication During Crisis - Media and General

Communication During Crisis - Media and General

Objective /Benefits

Course Description

This course will teach you how to implement a communications plan including social media response to use in different types of crisis; whether a major emergency or a business-related crisis. You will learn how to ready your communication function to respond rapidly and effectively in a crisis to manage perceptions in media and online.
Case studies, practical exercises, and scenario testing will be used to demonstrate how easy it is to get caught out and help you internalize the practical steps you can take now to ensure your crisis communications are ready to face any type of situation.

Course Objective

•    How to develop a practical plan to respond effectively to any type of crisis
•    Establish your organization’s readiness for crisis communication activities to mitigate reputational damage
•    Understand the information needs of different groups of stakeholders (customers, employees, authorities, the wider public, the media
•    Understand what information will be needed so you can plan ahead
•    Learn how to make social media an integral part of any communication response
•    Know what needs to be said by whom and when

Who Should Attend

Communications Managers, Public Relations Managers, Crisis/Contingency/Emergency Manager, Continuity Manager, Planning Advisor/Manager, Emergency Response Coordinator

Learning Methodology

:  Highly Interactive Session, with a bilateral approach to the subject matter allowing participants to share incidences at respective work locations;  
: Case Studies
: Experience Sharing


Program Outline

Course Outline

Crisis communication planning
•    Identifying your crisis communications team and assigning responsibilities
•    Preparing by identifying all potential crisis situations and how you would respond to these
•    Ensuring that every staff member understands the communication plan to ensure consistency and clarity
•    Ensuring a fast response; what needs to be in place to be able to achieve this?
•    Understand who your stakeholders are and establish a notification system to be able to reach them during a crisis
•    Integrating the use of social media into every aspect of your crisis communication plan

Critical Communication
•    Encoding
•    Channeling
•    Choice of Words
•    Decoding

Identifying your key crisis-specific messages
•    Identifying your key crisis-specific messages unique to each situation
•    Knowing what type of information each crisis’ stakeholders are looking for
•    Who controls the message going out during a crisis?
•    The benefits of ‘holding statements’
•    Avoid reacting without adequate information
•    Keeping it simple
Communicating with staff
•    Identifying any potential gaps or bottlenecks in your current internal communication system
•    How to reach your staff during a crisis; ensuring that you have all the information needed before the crisis hits
•    Dealing with the ‘human factor’ in a crisis
•    Ensure staff receive the messages you would like them to repeat elsewhere
Communicating with the media
•    Practical advice about how to manage the media in a crisis
•    Assessing what information should be provided and how to communicate this to the media
•    Meeting the needs of different media groups during a crisis
•    Managing unexpected inquiries and how to answer questions when you don’t have the answer
•    Why it pays to engage, rather than avoid the media
•    How to deal with misreporting
Communicating with consumers and other external stakeholders
•    Reaching your customers directly if required
•    How your current communication efforts will aid your message during a crisis
•    Responding to negative stakeholder responses or confusion
•    Re-establishing credibility and confidence with internal and external audiences
Using social media
•    Social media overview: What are the different types, how do they work, who will you reach using these media?
•    Which has social media proven to work best during different types of crisis situations?
•    How social media is changing crisis and emergency responses
•    How to harness the power of social media in a crisis – as an information gathering tool, to communicate internally and externally, to aid your response effort
•    Managing your messages through social media during a crisis
•    How to influence ‘chatter’?
Case studies
•    Examining what angles traditional media channels picked up on in recent cases
•    Examples of social media responses (good and bad)
•    What can and has gone wrong?
Group Activity
What makes an effective response in different crisis scenarios including; natural disasters, major workplace accident, PR disaster, major product recall?



S. Suresh Kumar is a trained and certified Risk Management professional in the area of Supply Chain Management and Brand Protection. He attained his Bachelors Degree in Law from the University of Wolverhampton (UK). He then went on to be trained and certified as an auditor and practitioner in the specialized area of Risk Management under the auspices of United States of America Customs and Border Protection(CTPAT Standards); and; Transported Asset Protection Association (TAPA Standards), Asia. He is also a Human Resources Development Trainer certified by the Human Resources Ministry.

He is currently the Managing Director of Paradigm Resources (his own business entity), specialized in providing risk management / assessment services for internal / external associates; Consultation on Brand Standards / Management / Protection; Contract Management; Outsourcing & Subcontracting; and; Human Resources training and development programmes on various specialized topics, predominantly, Risk Management related subject matters, either on an one off  or Project basis.

Due to his passion for training and knowledge sharing, he is also currently a Lecturer for Asia e University, lecturing both undergraduate and post graduate students on Risk Management module.

With his background of a law degree, he is able to invoke legal implications in his programmes to make it more comprehensive and value added substance. In addition,  his fluency in English and Bahasa Malaysia enables him to conduct training programmes effectively in both languages.

Prior to his involvement in this field, the facilitator has wide working experience throughout his 15 years of working career in the specialized area of Risk Management, Security Management and Investigations (HR, Security (Operational and Information Security) and Safety, Corporate Governance and Ethics). Being a Head of Department in each of this portfolios, he has acquired substantial job related knowledge and experience in sectors comprising of Manufacturing, Telecommunications, Hospitality Management (Brand Standard & Management) and Contract Manufacturing (Brand Protection and Management).  He is also a trained Workplace Counselor and by virtue of his portfolio of having to deal with people of different job hierarchy, he has very profound people management skills, negotiation skills and effective interaction skills. His previous employers and related portfolios were as follows:-

> Infineon technologies (M) Sdn Bhd – Security Manager (Backend Manufacturing Plant, Melaka)
> Celcom Axiata Sdn Bhd – Manager, Head of Risk Management (Nationwide)
> Rennaisance Melaka Hotel (Marriott International) – Loss Prevention and Brand Standard Manager ( Melaka Hotel Facility)
> Flextronics Penang -  Loss Prevention Manager ( 5 Contract Manufacturing Sites in Penang)

Project Involvement and Lead
> Enhancement Project of Campus wide Access Control and CCTV System
> Anti Fraud Awareness Lead
> Information & Data Protection Policy and Enforcement Project Plan Lead
> Setting up Framework for Corporate Governance and Ethical Conduct
> Ethics Awareness Programme
> Social Accountability 8000 (SA 8000) compliance project
> Site enhancement based on established standards ( OSH, ESH, EMS,CTPAT, TAPA)
> Environmental, Occupational Health and Safety Management System for Site
> Environmental, Occupational Health and Safety Training for plant wide employees and     Contractors ( Contractors Green Card Programme)
> ISO 14001 and OHSAS 18001 Environmental, Occupational Health and Safety Audit for Site and Contractor’s Site (Quarterly Awareness Training and Compliance Audits0
> Campus wide risk assessment to support customer requirements and potential customer     requirements, inclusive of external warehouse loss prevention requirements and compliance inspection based on EHS, EMS, PDPA 2010 and Supply Chain Security Standards (TAPA & CTPAT)
> Risk assessment for a newly Flextronics Research and Development Centre in Manila, Philippines based on on EHS, EMS, Supply Chain Security Standards (TAPA & CTPAT)
> Warehouse (Internal /External) Audits – Operations and Information Security Standards
> Transport Security requirement and compliance audit (Replacement of Third Party Escort Services with In built Security features)
> Outsourcing & Subcontracting of Business and Manufacturing Process
> New Site set up and critical infrastructure planning for the Flextronics Penang Mechanical fab.
> Setting up of Crisis Management Team and functionality in collaboration with the Melaka State Crisis Management Team
> Plant wide Access Control System & Digital Patrolling System.
> Security and Safety Enhancement Project for Chip Card Business at Wuxi, China.
> Sub-Contractor Site Business Process, Security, Safety and Business Continuity Standards Enhancement Project
    - Munich, Germany
    - Manila, Philippines.
    - Nantong, China.
    - Melaka, Malaysia
> Supply Chain Security Enhancement Project
    - Warehouse (Internal/External) Audits
    - Route Audit.
    - Ground Handling at Cargo Area - Malaysian Airlines System (MAS), Manila Airport, Philippines &    
      Pudong Airport, China.

Professional Recognition
•    Supply Chain Security Practices & Risk Management Methodology recognized, absorbed and gazetted by Royal Malaysian Customs as guidelines for Customs Golden Client application.
•    Trained Workplace Counsellor
•    Trained and Certified Information & Data Security Auditor
•    Television interview by National Hong Kong Television (NHK TV) on Crisis Management of the missing Malaysian Aircraft (MH370)