Media Relations and Crisis Management

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Media Relations and Crisis Management

Ce cours fait partie de Microsoft Public Relations and Communications Associate Certificat Professionnel

Instructeur : Microsoft

Inclus dans le site

5 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

niveau Débutant

Expérience recommandée

28 heures pour terminer

3 semaines à 9 heures par semaine

Planning flexible

Apprenez à votre propre rythme

5 modules

Obtenez un aperçu d'un sujet et apprenez les principes fondamentaux.

niveau Débutant

Expérience recommandée

28 heures pour terminer

3 semaines à 9 heures par semaine

Planning flexible

Apprenez à votre propre rythme

Ce que vous apprendrez

The core principles and strategies for effective crisis communication for different types of crises
How to initiate and maintain beneficial relationships with various media outlets and how to leverage those relationships in times of crisis
How to develop a crisis communication plan that integrates media relations and AI capabilities for both internal and external communication

Compétences que vous acquerrez

Catégorie : Crisis Communication
Catégorie : Public Relations
Catégorie : Media relations
Catégorie : Crisis Management
Catégorie : Media Engagement
Catégorie : Media Relations

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août 2024

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Ce cours fait partie de la Microsoft Public Relations and Communications Associate Certificat Professionnel

Lorsque vous vous inscrivez à ce cours, vous êtes également inscrit(e) à ce Certificat Professionnel.

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Il y a 5 modules dans ce cours

This course will provide you with the essential skills to handle media relations effectively and manage crises with confidence.

In this course, you will: • Identify the core principles, frameworks, and strategies for effective crisis communication, describing different types of crises and their corresponding communication approaches. • Formulate media engagement strategies specifically for crisis situations by aligning media and internal messages with the needs of stakeholders. • Develop a plan to cultivate and maintain positive relationships with media professionals and leverage those relationships for brand building. • Identify how to use AI tools to augment and improve crisis communication processes. • Develop a crisis communication plan that integrates media relations strategies and AI capabilities. By the end of this course, you will have a robust understanding of how to manage media relations and handle crises efficiently, utilizing modern AI tools to enhance your strategies.

In this module, you explore effective crisis management's core principles and strategies. You will identify various crises and implement corresponding communication strategies, emphasizing internal communication to maintain employee safety and morale. You also examine developing a crisis communication plan, building crisis teams, and selecting spokespersons.

Inclus

23 vidéos6 lectures7 devoirs

23 vidéosTotal 123 minutes

Microsoft Communications and Public Relations Associate Professional Certificate Introduction3 minutesPrévisualiser le module
Course Introduction: Media Relations and Crisis Management2 minutes
Instructor Introduction1 minute
Introduction to Crisis Communication1 minute
Understanding Crisis Communication9 minutes
Core Principles of Crisis Communication3 minutes
Practical Application: Walkthrough of a Crisis Scenario4 minutes
Introduction to Types of Crises4 minutes
Communication Strategies for Natural Crises8 minutes
Communication Strategies for Technological Crises5 minutes
Communication Strategies for Human-Induced Crises7 minutes
Practical Application: Crisis Response Scenario3 minutes
The Role of Internal Communication in Crisis Management7 minutes
Best Practices for Internal Crisis Communication5 minutes
Choosing Effective Tools and Channels for Internal Communication6 minutes
Building a Resilient Internal Communication Strategy8 minutes
Practical Application: Internal Communication in a Crisis4 minutes
Overview of a Crisis Communication Plan7 minutes
Building and Training Crisis Communication Teams8 minutes
The Role and Selection of Spokespersons7 minutes
Conducting Scenarios and Drills8 minutes
Practical Application: Crisis Scenario3 minutes
Conclusion: Introduction to Crisis Communication1 minute

6 lecturesTotal 60 minutes

Media Relations and Crisis Management Course Syllabus10 minutes
Critical Concepts and Principles of Crisis Communication10 minutes
Crisis Types and Communication Strategies10 minutes
Case Studies on Crisis Communication10 minutes
Internal Communication During a Crisis10 minutes
Crisis Communication Planning10 minutes

7 devoirsTotal 220 minutes

Activity: Evaluate a Recent Real-World Crisis40 minutes
Practice Quiz: Crisis Communication Fundamentals25 minutes
Practice Quiz: Crisis Types and Communication Strategies25 minutes
Practice Quiz: Internal Communication Strategies During a Crisis25 minutes
Activity: Review a Crisis Communication Plan30 minutes
Practice Quiz: Crisis Communication Planning25 minutes
Graded Quiz: Introduction to Crisis Communication50 minutes

This module covers essential media engagement strategies for crisis communication, starting with the fundamentals of media relations and the media landscape. You focus on cultivating and maintaining relationships with journalists and explore how to align media messages with stakeholder needs.

Inclus

28 vidéos6 lectures9 devoirs

28 vidéosTotal 163 minutes

Introduction to Media Engagement Strategies1 minutePrévisualiser le module
What is Media Relations?6 minutes
The Value of Media Relations in Crisis Management4 minutes
Overview of the Media Landscape6 minutes
Building a Media Relations Strategy5 minutes
Practical Application: Developing Media Relations Campaigns4 minutes
Approaching and Connecting with Journalists6 minutes
Building Trust with the Media: Dos and Don'ts3 minutes
Networking Tips for PR Professionals6 minutes
Maintaining Professionalism in Media Interactions7 minutes
Practical Application: Building Media Relations2 minutes
Strategies for Media Relationships7 minutes
Establishing a Presence With the Media6 minutes
Handling Negative Coverage and Feedback8 minutes
The Role of Empathy and Transparency in Media Relations7 minutes
Practical Application: Maintaining Media Relations4 minutes
Identifying Key Stakeholders in Crisis Situations8 minutes
Crafting Messages That Address Stakeholder Concerns6 minutes
Ensuring Consistency Across Different Media Channels8 minutes
Adapting Crisis Messages in Real-Time5 minutes
Components of a Messaging Matrix6 minutes
Practical Application: Stakeholder Communication Scenario4 minutes
Media Training Basics for Spokespersons7 minutes
Techniques for Delivering Messages Calmly and Clearly6 minutes
Handling Difficult Questions and Maintaining Message Control6 minutes
Role-Playing Media Interactions6 minutes
Practical Application: Press Engagement During a Crisis3 minutes
Conclusion: Media Engagement Strategies1 minute

6 lecturesTotal 60 minutes

Media Relations Concepts10 minutes
Strategies for Cultivating Media Relationships10 minutes
Maintaining Media Relationships10 minutes
Key Concepts in Stakeholder Communication10 minutes
Messaging Matrix Template10 minutes
Media Training Techniques10 minutes

9 devoirsTotal 265 minutes

Practice Quiz: Media Relations Fundamentals25 minutes
Activity: Write an Email to a Journalist30 minutes
Practice Quiz: Cultivating Media Relationships25 minutes
Activity: Nurturing Media Contacts30 minutes
Practice Quiz: Maintaining Media Relationships25 minutes
Activity: Create a Messaging Matrix for a Crisis Scenario30 minutes
Practice Quiz: Aligning Media Messages with Stakeholder Needs25 minutes
Practice Quiz: Media Training and Message Delivery25 minutes
Graded Quiz: Building Media Relations50 minutes

This module focuses on building media relations for crisis management and exploring strategies to leverage media relationships effectively. You explore strategies for leveraging the media relationships you have build to manage a crisis effectively. You also learn to evaluate media coverage and public response to inform your crisis management strategy.

Inclus

16 vidéos3 lectures7 devoirs

16 vidéosTotal 92 minutes

Introduction: Building Media Relations for Crisis Management1 minutePrévisualiser le module
Media Engagement During Crises8 minutes
Principles of Effective Media Communication in a Crisis7 minutes
The Role of a Spokesperson in Crisis Situations9 minutes
Crafting and Delivering Media Messages During a Crisis9 minutes
Practical Application: Media Engagement Scenario3 minutes
The Role of Media Relationships in Crisis Communication5 minutes
Tips for Communicating with Trusted Media Contacts During a Crisis5 minutes
Building and Utilizing a Media Contact List in Crisis Situations5 minutes
Practical Application: Leveraging Media Relationships in a Crisis Scenario4 minutes
Introduction to Media Monitoring Tools5 minutes
Techniques for Analyzing Media Coverage7 minutes
Understanding and Analyzing Public Sentiment7 minutes
Adjusting Communication Strategies Based on Media Analysis6 minutes
Practical Application: Media Monitoring Scenario4 minutes
Conclusion: Building Media Relations for Crisis Management1 minute

3 lecturesTotal 30 minutes

Media Engagement Fundamentals10 minutes
Leveraging Media Relationships in Crisis10 minutes
Media Monitoring and Analysis10 minutes

7 devoirsTotal 240 minutes

Activity: Evaluate a Press Statement in a Crisis Situation30 minutes
Practice Quiz: Media Engagement Strategies25 minutes
Activity: Build a List of Strategic Media Outlets and Journalists45 minutes
Practice Quiz: Media Relationships in Crisis25 minutes
Activity: Evaluate the media coverage of real-world crisis40 minutes
Practice Quiz: Media Monitoring and Public Response25 minutes
Graded Quiz: Media Engagement Strategies50 minutes

In this module, you explore how AI tools can augment your crisis communication processes. You learn about the role of AI in real-time monitoring, managing stakeholder communications, and social media engagement during crises. You also examine strategies for integrating GenAI tools into crisis management, evaluating their effectiveness, and overcoming implementation challenges.

Inclus

20 vidéos5 lectures6 devoirs

20 vidéosTotal 82 minutes

Introduction: AI for Crisis Management1 minutePrévisualiser le module
What is AI and Its Role in Crisis Management?4 minutes
Overview of AI Applications in Crisis Situations4 minutes
Benefits of Integrating AI in Crisis Communications4 minutes
Practical Application: Challenges of Using AI in Crisis Management4 minutes
Crafting Effective Prompts to 365 Copilot8 minutes
AI for Real-Time Crisis Monitoring and Analysis5 minutes
AI in Managing Stakeholder Communications: Chatbots and Virtual Assistants4 minutes
Leveraging AI for Social Media Listening and Engagement in Crises3 minutes
Integrating AI Tools into Crisis Communication Plans4 minutes
Practical Application: Using AI Tools in a Crisis Scenario2 minutes
Evaluating AI Tools for Crisis Communication Effectiveness4 minutes
Overcoming Challenges in Implementing AI in Crisis Communication4 minutes
Practical Application: Designing an AI-Enhanced Crisis Communication Plan2 minutes
Ethical Considerations in Using AI for Crisis Management5 minutes
Mitigating Risks and Ensuring Transparency with AI in Crises5 minutes
Developing Ethical AI Frameworks for Crisis Management4 minutes
Practical Application: Ethical Decision-Making in AI Deployment3 minutes
Future Trends: The Evolving Role of AI in Crisis Communication3 minutes
Conclusion: AI for Crisis Management1 minute

5 lecturesTotal 45 minutes

Introduction to "Crafting Effective Prompts to 365 Copilot"5 minutes
AI in Crisis Management10 minutes
AI Tools for Crisis Communication10 minutes
AI Implementation in Crisis Communication10 minutes
Ethical Considerations and Future Trends10 minutes

6 devoirsTotal 195 minutes

Practice Quiz: AI in Crisis Management25 minutes
Practice Quiz: AI Tools in Crisis Communication25 minutes
Activity: Create Crisis Messaging Using AI45 minutes
Practice Quiz: Implementing AI in Crisis Communication25 minutes
Practice Quiz: Ethical AI Use in Crisis Management25 minutes
Graded Quiz: AI for Crisis Management50 minutes

In the final module, you apply the concepts, strategies, and skills you have learned by developing a crisis communication plan.

Inclus

2 vidéos1 lecture1 évaluation par les pairs

Instructeur

Microsoft

189 Cours1 031 284 apprenants

Offert par

Microsoft

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