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Executive Education
Clariden Leadership Institute
Managing Fake News, Negative PR and Crisis Communications (Sydney)
Stuart Bruce
Stuart Bruce Associates
Stuart Bruce, Stuart Bruce Associates
    • International Best Seller and Co-Author of 2 Major PR Books
    • Elected Member of the Chartered Institute of Public Relations (CIPR) Council and Founder Member of its Social Media Panel
    • Co-founder and Managing Director of UK’s First Online PR Consultancies Which Was Listed As PR Week's Top 150 Consultancy and Top 30 Digital Consultancy Globally
Stuart Bruce is a management consultant who has earned an international reputation as a PR Futurist who is a pioneer, thought leader and doer in modernized public relations, corporate communications and public affairs. He advises companies, governments and PR/communications agencies around the world on how to future proof their public relations and communications focusing on PR strategy, reputation management and crisis communications, and measurement and evaluation.
He is a Chartered Public Relations professional and Fellow of the Chartered Institute of Public Relations (CIPR). The CIPR is the world’s only PR organization accredited and regulated by a rigorous Royal charter and Stuart also serves on the CIPR board as a non-executive director. Stuart is also one of only a handful of Fellows of the International Association for the Measurement and Evaluation of Communications (AMEC). Stuart is also a professional trainer for the CIPR and the Institute of Internal Communications, running the CIPR’s crisis communications, risk management, social media strategy and communications measurement courses.
He is the co-author of two best-selling PR books and has contributed to numerous other books and academic papers. He has 30 years’ of experience and is one of the world’s first PR bloggers, writing at www.stuartbruce. biz since 2003. He was the co-founder and managing director of one of the UK’s first online PR consultancies, growing it in less than three years into a PR Week Top 150 Consultancy and Top 30 Digital Consultancy. Stuart’s client experience includes the UK Government Cabinet Office, Rolls-Royce, Tourism Ireland, Specsavers, European Parliament, Skanska, Siemens, Zurich Insurance, HSBC, Bayer, Royal Bank of Scotland, Bank of England, Unilever, United Nations, Sony, PayPal, Philips, Discovery Channel, Weber Shandwick, Finsbury, Leo Burnett, GSK, Petronas, Gazprom and Du Pont.
Stuart regularly speaks at international conferences and forums such as delivering the keynote speech in Istanbul on social media at the Global Crisis Communications Summit of the International Air Transport Association (IATA) to the heads of public relations and communications of more than 100 of the world’s leading airlines. He sits on the international advisory board of the World Communication Forum in Davos and was the chief moderator of the 2015 Davos forum. He also regularly provides expert comments, articles and interviews to the media including Al Jazeera, France 24, BBC, The Guardian, PRWeek, The Independent, Communicate Magazine and The Holmes Report.
He has also provided confidential advice and training to senior PR and communications professionals running the offices of senior politicians and business leaders including senior UK government cabinet ministers, the government of Ukraine, the Office of Prince Ali bin Hussein (Jordan and Vice President of FIFA), the Office of HH Sheika Moza bint Nasser (Doha), the Office of the Prime Minister of Brunei and the Office of the President of the European Parliament (Brussels).
Stuart is also a visiting lecturer at Leeds Beckett University in the UK where he teaches post-graduate qualifications to international students.

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 Stuart Bruce, 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 damageUsing 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.


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 Stuart Bruce, 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 damageUsing 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



Session 1: 

The new media landscape and impact of fake news

In this session we will look at how media and society are changing and how these impact on individuals, companies and organizations.


Session 2: 

Reputations, risks and responsibilities

During this session we’ll examine the new threats to corporate reputations, the risks faced and how to protect and enhance reputations in a turbulent world.


Session 3: 

Coping with a crisis

We’ll use this session to start to learn how to successfully survive a crisis. We’ll look at some real life case studies such as Facebook, Huawei, Nissan, McKinsey, Dolce & Gabbana and new ones that will undoubtedly occur in the days and weeks before the masterclass.


Session 4: 

Crisis communications planning

The key to successfully surviving a crisis lies in planning and preparation. In this session we’ll learn the essential elements of a robust crisis communications plan and how to ensure it will work well. We’ll examine what role facts play and see how important trust is.




Session 1 and 2: 

Tactics and tools for the digital age

We’ll spend the morning looking at some of the latest tactics and tools that can be used by public relations professionals and communications. We’ll look at monitoring and analysis, search, measurement and evaluation, planning and insight tools.


We’ll learn how sometimes the right approach is to use just enough technology and how free, low-cost and expensive tools and services should be chosen and used.


We’ll learn how PR and communications professionals can use tools used by journalists and the emergency services to help verify facts and sift fakes and rumours from reality.


Session 3: 

Live crisis communications workshop

Now it’s time to try your hand at putting what we’ve learnt into practice. We’ll run a live crisis communications exercise where you’ll have to be ready for the unexpected.


Session 4: 

Putting new crisis communications skills into action

In the final session we’ll reflect on what we’ve learnt and look at the practical next steps to translate this learning into action that will help you to protect your company’s reputation and successfully manage risks and crises. 

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Venue: Primus Hotel Sydney
Date: 9 - 10 September 2019
Faculty: Stuart Bruce
Early Bird 1: AU$2,195 (Register and pay by 15 July 2019)
Early Bird 2: AU$2,395 (Register and pay by 12 August 2019)
Regular Fee: AU$2,495
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Contact: [email protected]
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