This seminar is designed to act as a "firewall" or "firescreen" for both the council and schools to help avoid potential media crises. We will use case studies (such as a school coach crash involving Local schoolchildren) to show how potential crises can be avoided-sometimes simply by having a media trained spokesperson available for immediate comment.

Who is it for?

This Crisis Management Media Seminar is designed specifically for Headteachers, Deputy Headteachers and School Governors. It is designed as a stand alone seminar but may also form part of a fuller Crisis Media Training Workshop. It is aimed at schools which may be faced with a media crisis at very short notice. It is also appropriate for longer-term crises.

Presentation and methodology

This seminar is a half-day course, lasting approximately four hours and is designed for any number of participants. We deal with Crisis Management - media handling skills within a crisis framework, with universal techniques which can be used in any crisis. We use a combination of Power point, flip charts, videos and audience participation, with plenty of real life examples to illustrate our points.

We will cover a range of severe crises ranging from a school coach crash abroad, or the consequences of alleged school bullying, to a swimming pool accident, where a child has drowned while staff were watching. It will also cover other issues which the media often highlight, such as exclusion, truancy and Ofsted.

Aims and Objectives

• Develop the skills for a successful communication strategy in times of crisis - react to media requests for interviews, where appropriate.
• Understand the importance of making yourself available to the media at all times - including "out of hours" and school holidays.
• Have contact phone numbers available so that someone from your school can be contacted at all times.
• Formulate a proactive approach to News Management within a crisis.
• Change the perception of "blame culture" within your local media.
• Learn to structure your media contribution through a logical sequence of bullet points, which you should insert into every response, to avoid unfriendly and biased editing.
• Develop a smart overview, so that you can spot the news angles, hidden agendas and journalistic traps in advance.

We will prepare you for almost every eventuality connected to any severe crisis issue as well as give you a structure and set of tools to conduct successful media relations in the future.

Agenda:

• Crisis Management - the basic tools.
• Availability for media interviews at all times, including holidays.
• Lists of "out of hours" contact phone numbers for everyone.
• Preparing for crisis.
• The kind of issues which could hit you.
• How to build a crisis management team.
• How to prepare materials.
• How to handle issues.
• Crisis management strategies.
• Formulating key messages.
• Developing an action plan.
• Planning and preparation. Preparing for a crisis. Each one is different but some crisis preparation is essential.
• What issues could hit you? Awareness, anticipation, attitudes, flexibility. Spot the cracks and warning signs now.
• Identifying your audience. Who would be affected by the crisis? Who could affect us? Who needs to know?
• Lines of communication. The basic communication tools - Press Releases, Press Conferences, Holding statements, briefings.
• Key messages. What you should be saying. Regret - where possible. (Consider legal position.) Reassurance. Third party endorsement.
• Crisis spokespeople. Press Officer / Team Leader, Chief Executive / Chairman, technical experts, key opinion leaders.
• Handling the issue. Holding / freezing action. Seize the initiative. Announcements eg launching an investigation.
• Strategy. High profile / low profile. Accept responsibility? Major investigation? Identifying your audience. Decide on your message.
• Action. Prepare your plan. Review it constantly. Brief relevant people. Centralise information. Giving information.

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