SEO Certification: What It Is and How It Is Beneficial
October 23, 2024
Article
This course is part of Microsoft Public Relations and Communications Associate Professional Certificate
Instructor: Microsoft
Included with
Recommended experience
Beginner level
No previous experience needed
Recommended experience
Beginner level
No previous experience needed
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
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August 2024
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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.
23 videos6 readings7 assignments
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.
28 videos6 readings9 assignments
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.
16 videos3 readings7 assignments
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.
20 videos5 readings6 assignments
In the final module, you apply the concepts, strategies, and skills you have learned by developing a crisis communication plan.
2 videos1 reading1 peer review
Our goal at Microsoft is to empower every individual and organization on the planet to achieve more. In this next revolution of digital transformation, growth is being driven by technology. Our integrated cloud approach creates an unmatched platform for digital transformation. We address the real-world needs of customers by seamlessly integrating Microsoft 365, Dynamics 365, LinkedIn, GitHub, Microsoft Power Platform, and Azure to unlock business value for every organization—from large enterprises to family-run businesses. The backbone and foundation of this is Azure.
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