Credibility in post-statement follow-up is spent quickly and rebuilt slowly. The first version of a story about the wider communications and media practice agenda tends to become the reference version. Buying a tool rarely fixes this aspect of communications and media practice; the underlying capability has to be built internally first. Content is organised around the decisions practitioners actually face in post-statement follow-up, not around theory headings. Participants come from operational and oversight roles, and both perspectives on the practice within communications and media practice are used deliberately. Exercises escalate in difficulty, ending with the ambiguous situations that make this area of communications and media practice hard in practice. Across sectors, teams that rehearse post-statement follow-up outperform teams that only plan it. Participants take away a working set of documents supporting the communications and media practice capability, ready to be adapted internally. It closes by agreeing the smallest change to this strand of communications and media practice that would make a visible difference.
Expected Learning Outcomes
✓
Sequence improvements to post-statement follow-up so that each step makes the next one easier.
✓
Sequence internal and external communication about post-statement follow-up correctly.
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Design a training and briefing approach that sustains competence in post-statement follow-up.
✓
Monitor sentiment and coverage relating to post-statement follow-up in useful time.
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Adapt recognised practice on post-statement follow-up to local constraints without hollowing it out.
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Protect the personal reputation of leaders associated with post-statement follow-up.
✓
Design the digital and social response protocol for post-statement follow-up.
Who Should Attend
✓
Procurement and contracting staff whose agreements set obligations around post-statement follow-up.
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Public sector officials applying post-statement follow-up within a regulated framework.
✓
Investor relations officers communicating post-statement follow-up to markets.
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Marketing staff coordinating with communications on post-statement follow-up.
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Digital and social media managers handling post-statement follow-up online.
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Journalists and editors working on stories involving post-statement follow-up.
Course Modules
Open any module to see its sessions and topics.
01
Post-statement follow-up: internal audiences and sequencing
2 sessions · 8 points
Session 1Rebuilding trust after post-statement follow-up
Sequence internal notification about post-statement follow-up ahead of external release.
Confirm that reporting on post-statement follow-up reaches the people who can act.
Debrief after each significant episode involving post-statement follow-up.
Agree the indicators that will show whether post-statement follow-up is improving.
Session 2Building lasting competence in post-statement follow-up
Check communication on post-statement follow-up against legal and regulatory constraint.
Agree who signs off statements on post-statement follow-up outside working hours.
Reduce the variation in how post-statement follow-up is carried out between teams.
Establish who is informed, consulted and accountable in post-statement follow-up.
02
Post-statement follow-up: materials a journalist can actually use
2 sessions · 8 points
Session 1Who decides what during a crisis involving post-statement follow-up
Compare the cost of post-statement follow-up with the cost of its absence.
Assign responsibility for keeping documentation of post-statement follow-up current.
Check that post-statement follow-up still works when volumes rise unexpectedly.
Draft the minimum viable communications plan for post-statement follow-up.
Session 2The paperwork for post-statement follow-up that is actually needed
Draft materials on post-statement follow-up that need no rewriting to be published.
Estimate the resource post-statement follow-up requires to run as designed.
Configure monitoring that flags coverage of post-statement follow-up within the hour.
Decide in advance when to correct misinformation about post-statement follow-up and when not to.
03
Post-statement follow-up: crisis preparation, roles and authority
2 sessions · 8 points
Session 1Correcting a false story about post-statement follow-up without amplifying it
Record the rationale for each significant choice made about post-statement follow-up.
Anticipate the objections post-statement follow-up will raise and prepare the answers.
Rehearse the hostile interview on post-statement follow-up with a real challenger.
Build a stakeholder map for post-statement follow-up and the message each needs.
Session 2Apologising for post-statement follow-up credibly
Name the crisis roles for post-statement follow-up and confirm authority to speak.
Write down the assumptions underpinning the approach to post-statement follow-up.
Agree what will be standardised in post-statement follow-up and what will not.
Plan the recovery sequence after a reputational event involving post-statement follow-up.
