Establish what evidence would demonstrate that corporate apology messaging is under control.
Designing Effective Corporate Apology Messages After Mistakes
An applied course in corporate apology messaging built around the decisions practitioners actually face.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Credibility in corporate apology messaging is spent quickly and rebuilt slowly. The first version of a story about this aspect of communications and media practice tends to become the reference version. Participants take away a working set of documents supporting the communications and media practice capability, ready to be adapted internally. A common pattern is strong design of corporate apology messaging paired with weak follow-through. It treats this area of communications and media practice as an operating discipline and equips participants to run it as one. Discussion is anchored to worked examples of the communications and media practice capability rather than to abstract argument. Applied research in communications and media practice consistently shows that early structure around corporate apology messaging reduces downstream rework. The content is relevant to those who own this part of communications and media practice and to those who are held accountable for its results. It ends with a prioritised list of changes to the practice within communications and media practice that the participant is prepared to defend internally.
Expected Learning Outcomes
Select indicators that show whether corporate apology messaging is improving, and reject those that only look useful.
Assess the current state of corporate apology messaging against a structured set of criteria rather than impressions.
Measure the effect of communication on corporate apology messaging beyond volume of coverage.
Build community and stakeholder engagement around corporate apology messaging.
Coordinate messaging on corporate apology messaging across markets and languages.
Define the key messages for corporate apology messaging and hold to them under pressure.
Who Should Attend
Government relations and public affairs officers covering corporate apology messaging.
Content producers creating material about corporate apology messaging.
Public relations and communications managers responsible for corporate apology messaging.
Managers with direct responsibility for corporate apology messaging within the communications function.
Project and programme managers whose delivery depends on corporate apology messaging.
Spokespeople and executives who speak publicly about corporate apology messaging.
Course Modules
Corporate apology messaging: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1Writing on corporate apology messaging so a journalist can publish it
- Set out the decisions in corporate apology messaging that require sign-off and by whom.
- Estimate the resource corporate apology messaging requires to run as designed.
- Prepare the acknowledgement for corporate apology messaging that does not evade responsibility.
- Plan the recovery sequence after a reputational event involving corporate apology messaging.
Session 2Rebuilding trust after corporate apology messaging
- Arrange the handover of corporate apology messaging so capability survives staff changes.
- Debrief after each significant episode involving corporate apology messaging.
- Map the handovers in corporate apology messaging between functions and secure them.
- Plan the sequence in which improvements to corporate apology messaging will be introduced.
Corporate apology messaging: media relations and the working journalist
2 sessions · 8 pointsSession 1The hard cases in corporate apology messaging and how to reason about them
- Check communication on corporate apology messaging against legal and regulatory constraint.
- Compare the cost of corporate apology messaging with the cost of its absence.
- Name the crisis roles for corporate apology messaging and confirm authority to speak.
- Build a stakeholder map for corporate apology messaging and the message each needs.
Session 2Telling staff about corporate apology messaging before the press does
- Review whether coverage of corporate apology messaging changed anything that matters.
- Configure monitoring that flags coverage of corporate apology messaging within the hour.
- Agree what will be standardised in corporate apology messaging and what will not.
- Record the rationale for each significant choice made about corporate apology messaging.
Corporate apology messaging: measurement beyond coverage volume
2 sessions · 8 pointsSession 1Measuring communication on corporate apology messaging beyond clippings
- Record what was learned when corporate apology messaging did not go as planned.
- Anticipate the objections corporate apology messaging will raise and prepare the answers.
- Identify the journalists who actually cover corporate apology messaging and what they need.
- Name a single owner for each element of corporate apology messaging.
Session 2Closing out corporate apology messaging and capturing what was learned
- Rehearse the hostile interview on corporate apology messaging with a real challenger.
- Sequence internal notification about corporate apology messaging ahead of external release.
- Prepare the holding statement for corporate apology messaging in advance.
- Localise messaging on corporate apology messaging without fragmenting it.
Corporate apology messaging: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Apologising for corporate apology messaging credibly
- Set out how exceptions to corporate apology messaging are requested and approved.
- Remove steps in corporate apology messaging that add effort without adding assurance.
- Agree who signs off statements on corporate apology messaging outside working hours.
- Establish the boundary of corporate apology messaging and record what sits outside it.
Session 2Moving corporate apology messaging from approval to execution
- Review whether corporate apology messaging is aligned with the objectives of the communications function.
- Write the three key messages on corporate apology messaging and test them against hard questions.
- Define what success in communicating corporate apology messaging looks like, numerically.
- Establish what evidence demonstrates corporate apology messaging is under control.
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.