 |
| Crisis/Media Communications Training for
Educators |
 A crisis can happen to any organization -
large or small, public or private - including schools. During a crisis, an
organization must take immediate, corrective action to remedy the problem. In
addition, it must communicate those actions immediately and sometimes
repeatedly to all appropriate audiences. Failure to communicate, or to
communicate effectively, creates the perception that the crisis is continuing
out of control, or that the organization is hiding something or is indifferent
to public concern.
Crisis/Media Communications Training for Educators
is a one-day workshop that provides those in the education profession with the
confidence and competence needed to properly handle the communications aspect
of a crisis. The session also offers practical ideas on facing the media during
less stressful situations - for instance, when discussing good news.
Benefits of Attendance
Today, education is front-page
news - every day. Yet many educators - whether in primary, secondary or higher
education - have had little or no training in media relations or crisis
communications management. Since the early 1970s, The Ammerman Experience has
prepared corporations and other organizations to navigate successfully through
crisis situations and to communicate effectively during them. Crisis/Media
Communications Training for Educators addresses the media and crisis
communications training needs of those in the education field. Participants
leave the session with solid media skills - skills they can use when talking to
reporters about positive or negative developments.
Who Should
Attend
Any educator who may have to interact with the media is an
excellent candidate for this workshop. Many of the participants work in primary
and secondary education:
 |
| ° |
|
Superintendents |
| ° |
|
Assistant superintendents |
| ° |
|
Principals (we highly recommend that every principal be media
trained) |
| ° |
|
Public information officers or public relations
professionals |
| ° |
|
Chiefs of security |
| ° |
|
School board members |
|
Practical
Learning
 The morning focuses on media communications: how to have
a successful media interview, the most common and damaging traps encountered
during interviews, and how to establish trust and credibility - the primary
goal of all communication. Several of the participants experience an ambush
interview, which is taped and critiqued.
In the afternoon, the focus
shifts to crisis management: the five predictable stages of every crisis, and
the critical role communication plays in controlling and resolving a crisis.
Participants are given a crisis scenario and form crisis management teams. Each
team analyzes the crisis, develops a strategy to manage it, prepares a media
statement and selects a member to conduct a press briefing, which is taped and
critiqued. The scenario is updated, and the process is repeated. |
|
|
|
