Build the reporting on corporate crisis communication that supports a spending decision.
Designing Corporate Communication Strategies During Crises
A practical programme in corporate crisis communication for professionals who are accountable for results, not just awareness.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in corporate crisis communication is imperfect; that is not a reason to stop measuring it. Discounting solves a problem in the marketing and commercial practice discipline today and creates a larger one next quarter. Participants test their assumptions about the wider marketing and commercial practice agenda against scenarios designed to break weak ones. The programme suits teams tackling corporate crisis communication together as readily as individuals attending alone. The programme builds the judgement to know which parts of the marketing and commercial practice discipline to standardise and which to leave flexible. A common pattern is strong design of the wider marketing and commercial practice agenda paired with weak follow-through. Applied research in marketing and commercial practice consistently shows that early structure around corporate crisis communication reduces downstream rework. It concentrates on the parts of the marketing and commercial practice capability that determine outcomes and treats the rest proportionately. The final module sets out how progress on this area of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
Estimate what corporate crisis communication costs to run properly, and what is lost when it is not.
Protect the brand while pursuing short-term targets in corporate crisis communication.
Build a concise go-to-market plan for corporate crisis communication that colleagues can follow without further explanation.
Set measurable objectives for corporate crisis communication tied to revenue rather than reach.
Test creative and messaging on corporate crisis communication before committing budget.
Build the internal capability for corporate crisis communication rather than depending on external support indefinitely.
Who Should Attend
Sales managers leading teams that deliver corporate crisis communication.
Brand and communications specialists shaping corporate crisis communication.
Product managers whose proposition depends on corporate crisis communication.
Project and programme managers whose delivery depends on corporate crisis communication.
Members of committees that take decisions affecting corporate crisis communication.
Retail and channel managers executing corporate crisis communication in the field.
Course Modules
Corporate crisis communication: pricing, value and discount control
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on corporate crisis communication
- Set out the decisions in corporate crisis communication that require sign-off and by whom.
- Map the decision journey for corporate crisis communication and mark where the choice is actually made.
- Measure lifetime value from corporate crisis communication, not just first purchase.
- Set objectives for corporate crisis communication in revenue terms with a timeframe.
Session 2Choosing channels for corporate crisis communication on evidence
- Build the content that answers the buyer's real question about corporate crisis communication.
- Set the review interval for corporate crisis communication and who attends.
- Agree the attribution model for corporate crisis communication and state its known limits.
- Draft the minimum viable go-to-market plan for corporate crisis communication.
Corporate crisis communication: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Where the buyer actually decides on corporate crisis communication
- Review whether corporate crisis communication is aligned with the objectives of the commercial team.
- Design the retention action triggered when a customer of corporate crisis communication goes quiet.
- Build the report on corporate crisis communication that answers whether to spend more or less.
- Test creative for corporate crisis communication at small scale before full commitment.
Session 2Closing out corporate crisis communication and capturing what was learned
- Structure pricing for corporate crisis communication against perceived value.
- Review whether short-term tactics on corporate crisis communication are damaging the brand.
- Describe the buyer for corporate crisis communication specifically enough to name who is excluded.
- Build the competence framework that supports corporate crisis communication.
Corporate crisis communication: the customer journey and decision points
2 sessions · 8 pointsSession 1Testing the message on corporate crisis communication before spending
- Set escalation thresholds for corporate crisis communication that work out of hours.
- Identify the data already collected that bears on corporate crisis communication.
- Close out actions on corporate crisis communication rather than leaving them open indefinitely.
- Define qualification criteria that disqualify quickly in corporate crisis communication.
Session 2The cost of corporate crisis communication and how to present it
- Benchmark the organisation's corporate crisis communication against comparable operations.
- Set the discount authority for corporate crisis communication and require justification.
- Define the handover point between marketing and sales in corporate crisis communication.
- Choose the next segment for corporate crisis communication and state why it is next.
Corporate crisis communication: audience definition and segmentation
2 sessions · 8 pointsSession 1Handling the objection to corporate crisis communication that ends most conversations
- Test the procedure for corporate crisis communication against a realistic scenario.
- Build the internal briefing that explains corporate crisis communication to those affected.
- Write the positioning claim for corporate crisis communication and test whether a competitor could say it too.
- Record the rationale for each significant choice made about corporate crisis communication.
Session 2What to measure in corporate crisis communication and what to ignore
- Prepare the summary of corporate crisis communication that senior management will read.
- Compare the cost of corporate crisis communication with the cost of its absence.
- Establish who is informed, consulted and accountable in corporate crisis communication.
- Map the handovers in corporate crisis communication between functions and secure them.
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
Complete your registration
We will contact you within one business day to confirm.