Recognise early indicators that crisis and apology speeches is drifting away from its intended design.
Building Skills for Writing Crisis Speeches and Formal Apologies
Learn to design, measure and defend your organisation's approach to crisis and apology speeches.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Credibility in crisis and apology speeches is spent quickly and rebuilt slowly. The first version of a story about apology speeches tends to become the reference version. It establishes a shared vocabulary for the communications and media practice discipline so that teams can disagree productively about it. The programme uses small-group work so that each participant's treatment of crisis and apology speeches is examined, not just described. Most organisations already have a policy on the communications and media practice capability; far fewer can show it working. The programme works equally well for those formalising apology speeches for the first time and those improving an existing approach. Across sectors, teams that rehearse crisis and apology speeches outperform teams that only plan it. They leave able to brief senior management on apology speeches in terms that support a decision. Participants leave with a first-ninety-days plan for the practice within communications and media practice rather than a set of notes.
Expected Learning Outcomes
Present the case for investment in apology speeches in terms that a finance function will accept.
Build the archive and record of communication on crisis and apology speeches.
Measure the effect of communication on apology speeches beyond volume of coverage.
Plan the recovery arc after a reputational event involving crisis and apology speeches.
Prepare the apology or acknowledgement for apology speeches that is credible.
Draw practical lessons from failures in crisis and apology speeches without assigning blame that suppresses reporting.
Who Should Attend
Content producers creating material about crisis and apology speeches.
Community relations staff engaging stakeholders about apology speeches.
Government relations and public affairs officers covering crisis and apology speeches.
Officers preparing reports on apology speeches for boards or oversight committees.
Technical staff being prepared for supervisory responsibility over crisis and apology speeches.
Public relations and communications managers responsible for apology speeches.
Course Modules
Crisis and apology speeches: materials a journalist can actually use
2 sessions · 8 pointsSession 1Who decides what during a crisis involving crisis and apology speeches
- Decide in advance when to correct misinformation about crisis and apology speeches and when not to.
- Debrief after each significant episode involving apology speeches.
- Localise messaging on crisis and apology speeches without fragmenting it.
- Plan the recovery sequence after a reputational event involving apology speeches.
Session 2Testing apology speeches before relying on it
- Name a single owner for each element of crisis and apology speeches.
- Close out actions on apology speeches rather than leaving them open indefinitely.
- Review whether coverage of crisis and apology speeches changed anything that matters.
- Name the crisis roles for apology speeches and confirm authority to speak.
Apology speeches: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Writing on apology speeches so a journalist can publish it
- Set the review interval for crisis and apology speeches and who attends.
- Draft materials on apology speeches that need no rewriting to be published.
- Configure monitoring that flags coverage of crisis and apology speeches within the hour.
- Benchmark the organisation's apology speeches against comparable operations.
Session 2The three messages on apology speeches you will not move from
- Write the three key messages on crisis and apology speeches and test them against hard questions.
- Prepare the acknowledgement for apology speeches that does not evade responsibility.
- Set out how exceptions to crisis and apology speeches are requested and approved.
- Prepare the holding statement for apology speeches in advance.
Apology speeches: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Rebuilding trust after apology speeches
- Build a stakeholder map for crisis and apology speeches and the message each needs.
- Prepare the summary of apology speeches that senior management will read.
- Agree the smallest change to crisis and apology speeches that would be visibly useful.
- Establish the boundary of apology speeches and record what sits outside it.
Session 2Telling staff about crisis and apology speeches before the press does
- Arrange the handover of crisis and apology speeches so capability survives staff changes.
- Archive every statement issued on apology speeches with date and approver.
- Record the rationale for each significant choice made about crisis and apology speeches.
- Decide what will be stopped to create capacity for apology speeches.
Apology speeches: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1Reviewing apology speeches when nothing has gone wrong
- Identify single points of dependency in crisis and apology speeches and reduce them.
- Set out the decisions in apology speeches that require sign-off and by whom.
- Confirm that contractual obligations around crisis and apology speeches are understood.
- Sequence internal notification about apology speeches ahead of external release.
Session 2The decisions in apology speeches that cannot be delegated
- Remove steps in crisis and apology speeches that add effort without adding assurance.
- Plan the sequence in which improvements to apology speeches will be introduced.
- Rehearse the hostile interview on crisis and apology speeches with a real challenger.
- Set the response time target for enquiries about apology speeches.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
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