Strategic Communications: Crisis Management in Service Delivery
- Digital Marketing & Comms
- Innovation & Business Improvement
This programme is conducted on-campus.
2 days
Weekdays (9am - 6pm)
Who Should Attend
- Managers and staff in the fields of corporate communications and frontline operations
- Management executives and business owners who are keen to widen their knowledge in social media management for crisis preparedness
- Content strategists and social media specialists
Overview
Preparing organisations to effectively manage their reputation in the event of a crisis or a service lapse.
The landscape of corporate and public relations communications have undergone marked changes in recent years with the advent of digital technologies and social media. No longer is the organisation’s reputational experience confined to the domain of brick and mortar stores. When a service failure occurs, the experience of a single customer can quickly make its way to a wider audience and send rippling negative effects. Firms can be pulled into political dramas and issues that, only hours before, we thought were not directly relevant to our business. Stakeholder expectations can change just as rapidly with companies being regularly called out about their carbon footprint, employment practices of suppliers, or issues pertaining to gender or age distribution of the workforce.
Managing your corporate reputation, and being well-prepared for crisis response, is more important than ever before. This workshop will enable communication practitioners and management teams to adopt a proactive stance in developing and executing a strategic communications approach for an engaged and evolving audience.
This module is available on a standalone basis.
Learning Objectives
This programme refreshes your understanding of corporate reputation, shares the latest research on factors impacting reputation, and also teaches crisis communication models and skills that will be necessary for representing your company well. Specifically, this course will:
- Equip participants with a tried and tested framework for crisis preparation and response
- Develop crisis leadership skills that help you protect the company’s reputation and retain your customer base
- Offer practice sessions for handling difficult questions during a simulated media interview that tests your question and response skills
- Teach how to respond to difficult questions while managing your emotions and representing the firm credibly
Topic/Structure
- Corporate Reputation and Its Risks
- Crisis Management Best Practice Principles and Escalation Exercise
- Cases and examples of reputation management and crisis response from across Asia
- Stakeholder analysis and management
- Media Interview Techniques
- Understanding Difficult Conversations
- Principles of Effective Communication
- Conversation Framework
Assessment
As part of the requirement for SkillsFuture Singapore, there will be an assessment conducted at the end of the course. The mode of assessment, which is up to the trainer’s discretion, may be an online quiz, a group/ individual presentation or based on classroom exercises.
Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.
Calculate Programme Fee
Fee Table
| COMPANY-SPONSORED | |||
|
PARTICIPANT PROFILE |
SELF-SPONSORED |
SME |
NON-SME |
|
Singapore Citizen < 40 years old Permanent Resident LTVP+
|
$654 (After SSG Funding 70%) |
$254 (After SSG Funding 70% |
$654 (After SSG Funding 70%) |
|
Singapore Citizen ≥ 40 years old |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
|
International Participant |
$2,180 (No Funding) |
$2,180 (No Funding) |
$2,180 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Self Sponsored
SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.
This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).Workfare Skills Support Scheme
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.
Company Sponsored
Enhanced Training Support for SMEs (ETSS)
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)
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