Home  |  About Us   |   Be Our Speaker  |  Terms & Conditions  |  Connect With Us
Executive Education
Clariden Leadership Institute
Managing Fake News, Negative PR and Crisis Communications (SG)
Donald Steel
Donald Steel Public Relations London Limited
Donald Steel, Donald Steel Public Relations London Limited
  • Distinguished expert and internationally recognized thought leader in reputation and crisis management
  • Chief Media Spokesperson at BBC for 11 years, spearheading the most groundbreaking news stories of the past decade
  • Director of Johnston Associates, a leading aviation PR company
  • Associate Director of Crisis Communications at Kenyon International Emergency Services
  • Fellow of the Royal Society of Arts in 2008 and 2010 by the BBC academy
  • Guest lecturer on crisis communications at the London School of Economics and at the China Media Centre of the University of Westminster
Donald Steel is a highly acclaimed and internationally renowned specialist in reputation and crisis management. He was the Chief Media Spokesman at BBC for 11 years. Here, he spearheaded some of the biggest international media stories of the last decade; such as the murder of Britain's most popular TV presenter Jill Dando, an Irish terrorist bomb attack on BBC Television Centre in London, the Hutton Inquiry into the death of the UK Government weapons inspector, as well as kidnappings and serious international editorial, political and diplomatic issues. He stepped down from this role four years ago to work with individual, corporate and government clients in London, Europe, the Balkans, the Middle East and Asia Pacific, where he is a very popular and highly sought after international speaker, advisor and trainer on reputation and crisis management. 
 
He is an Associate Director of Crisis Communications at Kenyon International Emergency Services, the world leader in supporting organizations which need to plan for or respond to crises involving large scale injury or loss of human life. Kenyon's subscribers include many of the world's leading airlines, cruise companies, hotel groups, governments, police and local authorities. He is also a director of Johnston Associates, a leading aviation PR company based at London Heathrow.
 
He is a guest lecturer on crisis communications at the London School of Economics and at the China Media Centre of the University of Westminster. He was also elected the First Associate Fellow of the Royal Society of Arts in 2008 and in 2010 by the BBC Academy, Europe's largest broadcasting training facility. He recently returned from Macedonia following his teaching stint on crisis communications at President Ivanov's School for Young Leaders, a project personally supervised by the President. He spoke at a global anti-corruption conference in Hong Kong and conducted a workshop at the Government of Sharjah’s International Communications Forum in 2015.
 
DONALD STEEL’S TESTIMONIALS 
 
“It was a huge privilege to have such close tuition, in a good group. I hope and trust it will stick with me for a long time. I would recommend it very highly to anyone, whether undertaking or advising on this type of media activity.” - Director of Communications
 
“This was, quite simply, the best course I have ever been on in the company. It provided a terrific insight into dealing with tough questions but had so many applications; I'm sure there were many executives who would have benefitted from attending.” - Executive Producer, European broadcaster
 

Program Summary

In this two-day comprehensive and hands-on executive program, you will gain a complete understanding on how organizations should prepare for and take effective actions at the outbreak of damaging fake news, negative PR and crises. Participants will leave with a better understanding of strategic crisis management and communication protocols to contain and counter crises and how to protect brand reputation.   

 

Led by Donald Steel, a renowned speaker in reputation and crisis management, this program aims to explore how early planning and preparation, together with a strong understanding of the principles of crisis communication, will insure the organization against reputational shocks or damage. Using case studies from leading organisations and a series of practical simulation exercises, participants will discover effective strategies to handle a high-pressure reputational crisis and establish crisis leadership to not only protect brand trust but also emerge from the crisis with trust enhanced

This program also explores how communication professionals should operate in the midst of such fast moving situations. From the principles of establishing what has happened, communicating timely and devising crisis leadership and strategies to managing the traditional and social media, the program will challenge you to return with renewed fervour about the importance and financial value of crisis planning and rehearsal. You will also gain vital crisis communications skills to manage and defend trust in your brand when it is at its most vulnerable



Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.

Introduction

Today, the proliferation of many digital platforms has enabled citizen journalists to report “live from the scene” faster than news organizations can arrive on the scene, thus opens a pathway for some to deliberately spread fake news to further their cause, sparking angry backlashes from readers who take what they read at face value. Fake news can threaten to stymie the organization’s reputation and escalate to a full blown crisis, which represents a very high risk for organizations. A crisis is defined often by its sudden development and by the rapid reputational damage it ensues, which lead to potential detrimental impacts on the commercial, financial and reputational interests of the organization.

 

Effective crisis planning and communications has a definable financial value.  Research shows that companies which fail to mount an adequate response lose, on average, 20% of their stock value in the following months.  Companies which respond well, regardless of the cause of the crisis, actually gain an average 5% in value.  Crisis planning and training must be regarded as a financial investment.

 

Led by Donald Steel, a renowned speaker in reputation and crisis management, this highly interactive two-day program aims to explore how early planning and preparation, together with a strong understanding of the principles of crisis communication, will insure the organization against reputational shocks or damage. Using case studies from leading organisations and a series of practical simulation exercises, participants will discover effective strategies to operate during a high-pressure reputational crisis and establish crisis leadership to not only protect brand trust but emerge from the crisis with trust enhanced.  You will also leave with renewed fervour about the importance and financial value of crisis planning and rehearsal and gain vital crisis communications skills to manage and defend trust in your brand when it is at its most vulnerable.

 

By the end of this 2-day executive program, you will be geared up with a better understanding of strategic crisis management and communication protocols to contain and counter crises and best practices to protect brand reputation in the time of public sensitivity

What You Can Expect

  • Develop an effective crisis management action plan
  • Ensure you respond with the required speed in an emergency
  • Establish crisis leadership to defend your reputation during a time of public sensitivity
  • Explore how to gain control of your narrative in a crisis
  • Develop core messages for crisis communications
  • Craft appropriate media relations strategies in an aggressive environment
  • Understand how to leverage social media for effective crisis management and damage control
  • Use your skills to effectively manage an emergency press conference under pressure
  • Learn how to prepare for crises and emergencies in advance 

Who Will Benefit Most

This executive program is designed for:

  • Directors, Vice Presidents, Managers, Senior Directors, and General Managers who have responsibilities in protecting the brand, promoting their organization’s name and reputation and articulating to external audiences and media the company’s aspirations and ideals
  • Organizational leaders who are leading, managing or overseeing marketing, PR, media and communication functions and teams and wish to enhance and innovate their PR approaches and advance their leadership to the next level
  • Practitioners, professionals, entrepreneurs, individuals who are launching or leading businesses and believe that public relations is key to the success of their enterprise

Program Outline

DAY ONE

Crisis Communication: Then and Now

  • How the smartphone and social media is changing citizen and consumer behavior
  • The implications for crisis and issue management
  • How pictures, not words, are becoming decisive

Crisis and Issue Classification 

  • How to classify issues in your organization, and defining which constitute a crisis
  • The Red- Amber - Green model
  • Which resources to apply to which classification

Exercise: The Importance of Narrative

In the words of one bank: “You are only as good as your worst teller on their worst day in your poorest performing branch”.  In this exercise, we explore the concept of narrative, and why in handling issue and crisis, it is a battle for control of your narrative. We explore the war of narratives going on in your organisation and how to make sure the dominant one is the positive narrative.

  • How to define the positive and negative narratives of your organisation
  • Using your narrative to change your professional practice
  • How you can keep the positive narrative dominant over the negative

Exercise: Issue Management

In a series of quick fire exercises, delegates are invited, working in groups, to identify the true issues in each problem scenario presented and outline principles for handling it.   We provide feedback to the whole room and discuss our answers and solutions.

  • Establishing the key reputation risks in your organization and applying them to all issues
  • Recognizing the interests of all parties within a company might be conflicting 
  • Looking for simple solutions to issues

Case Study and Discussion: Fake News

We explore how the emergency services in France were put under huge strain by Fake News in the wake of an attack.  

  • What are the different types of Fake News?  
  • Can we do anything to counter it?
  • Using social media to counter fake news

 

DAY TWO

Exercise: Messaging In Issues and Crisis 

  • The rules of a core message (few, simple and repeated) when handling a serious issue or a crisis.  
  • The hierarchy of messages
  • Communicating your values through your messages

Social Media In Issues and Crisis 

  • Social media toolkit for crisis
  • The role of the “dark” website
  • The use of grayscale
  • Preparing pictures for a crisis 

Mind Your Own Business: The Severe Perils of Using Other People’s Crisis to Promote Your Business and How to Avoid Them

  • A crisis is never a promotional opportunity
  • Strategies to adopt when a team member makes a mistake
  • Making sure your social media does not damage your reputation during a time of public sensitivity

Crisis Simulation 

In this half day exercise, delegates will be invited to work in teams and imagine they are the communications team for a fictitious oil company.   A news flash on television brings very disturbing news.  How will you react?

This simulation explores:

  • The need for speed and how to prepare for emergencies in advance
  • The importance of messaging
  • The need to stay focused
  • The role of the CEO in communications
  • Using all channels to communicate 

The simulation will give practical experience and tips on

  • The rules of early crisis statements
  • The crisis media interview
  • The crisis press conference

 

 

CFOs Leadership :
Experience Clariden
Discover how our leadership program has shaped the perspectives of CFOs across Asia
 
Venue: Shangri-La Hotel, Singapore
Date: 5 - 6 February 2018
Faculty: Donald Steel
Early Bird 1: S$2,595 (Register & pay by 11 December 2017)
Early Bird 2: S$2,795 (Register & pay by 8 January 2018)
Regular Fee: S$2,895
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Note: GST is applicable to participants from Singapore registered companies.
Contact: clarice.thompson@claridenglobal.org
 
 
More Programs
Certified Compliance Professional (SG)
- Sam Gibbins
Identifying Strategic Acquisitions and Structuring Successful M&A Deals (Singapore)
- Thomas Kessler
M&A Financial Modeling (Singapore)
- Thomas Kessler
Reinventing Organizational Design and Structure: Optimizing Strategy, People, Processes, Accountabilities and Functions (Zurich)
- Paul Gustavson
Implementing and Managing Preventive and Predictive Maintenance (Melbourne)
- Peter Ormond
View All Programs >
 
 
   
Home | About Us | Be Our Speaker | Press Release | Terms & Conditions | Connect With Us
Copyright © 2011 Clariden Global, all rights reserved.