Crisis Communication Training

Highly effective crisis communication training & crisis PR advice from award winning journalists

Why crisis communication training?

When a crisis hits the media is never very far away. It’s vital that you take control of the media narrative before the journalists do. An out-of-control story can destroy even the biggest of reputations. By speaking to the media as soon as possible in the correct way you can actually use a crisis to enhance your or your organisation’s reputation.

That’s why it’s essential for you and your team to be properly trained in crisis communications before anything happens. If you are well prepared, you can face the media with confidence. Confidence in crisis PR comes from experience. Experience comes from learning. And a crisis is no time to start learning.

Who is this for?

  • Anyone who may have to address the media in the event of a crisis: from CEOs to entrepreneurs; from charity workers to politicians.
  • You’ll be trained by award-winning international journalists, who will show you how to handle interviews for the press, radio, television and the social media, confidently and effectively in times of crisis.


After a brief from you we thoroughly research your field and the potential crises that might occur. We then create hypothetical scenarios as a basis from which to conduct the training.

The course focuses on:

  • Dealing with a fast-moving bad news storycrisis communication training
  • Handling leading, aggressive, hypothetical questions
  • Remaining calm and positive under pressure
  • Keeping in mind who you want to reach with this interview
  • Explaining in plain English how you are dealing with the crisis
  • Making sure you are a trustworthy spokesperson
  • Dealing with negative comments from other sources
  • Understanding and using non-verbal communication


Tine Van Houts. An expert in media training and communication skillsTine Van Houts is a hugely experienced journalist for NOS (Dutch Television) & the BBC. She is also the former president of the Foreign Press Association and the winner of the Herman Wekker Prize for outstanding journalism in the English-speaking world. Tine has media trained spokespeople from an impressive variety of professional sectors from finance to NGOs

Mark Webster. An expert in media training and communication skillsMark Webster is an established media trainer with huge experience both as a Journalist and as a Director of Communications. Mark was the Executive Director of Communications at the Charities Aid Foundation. He worked for many years as a Business and Economics editor, international bureau chief, and on-screen correspondent for ITN.


the theory

Introduction to working with the media during a crisis

  • Press, radio, television and social media
  • How to adapt your interview to the medium you are speaking to
  • Understanding your audience: who do you need to reach?
  • Achieving the best possible coverage of your company’s handling of the crisis
  • Preparing your media schedule: when to speak to whom
  • Working with media deadlines
  • Getting inside the journalist’s mind
  • Learning to face your worst fears

The essential message

  • Finding a clear focus for your message
  • Power in language: analysing how you say it
  • Getting technical information across clearly
  • Jargon versus plain English

The Practice

The newspaper/web interview

  • Getting your message across in a newspaper interview
  • How you can be in the driving seat
  • Learning what print journalists focus on
  • How to deal with leading, aggressive and hypothetical questions
  • How to spot the headline
  • Dealing with nerves in the interview

The radio interview

  • How to prepare for the interview
  • The importance of timing: making your message concise
  • How to make sure you sound positive and human
  • All the questions you should ask
  • The importance of the human detail
  • Live or recorded?

Succeeding in television

  • Where: scene of the crisis, your office, studio, ‘down the line’
  • Understanding and using effective eye contact
  • Positive verbal and non-verbal communication
  • Thinking in images
  • Mastering the sound bite


If you want to hear more about how this course could work for you do contact us. We’d be delighted to hear from you.

If you are looking for a quick introduction to crisis media training, are short on time, or need a swift refresher before a particular interview or media appearance, we are now offering crisis communication training via a more compact course: Express Media Training via Video Link.

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