A Complete Introduction to Crisis Communication will provide students with an comprehensive understanding of both internal and external crisis communication and allow them to begin to put this new found knowledge into immediate practice. The course will be illustrated with power point videos and articles and will encourage students to take part through online interaction and practical exercises.

Students will learn and understand:

  • The internal and external importance of crisis communication
  • Crisis types with short case studies
  • How to craft an effective crisis communication procedure
  • How to respond and adapt during a crisis

Durée d’accès à la formation


Temps d’études
moyen (à votre rythme)

4 H


Hello and welcome to this Complete Introduction to Crisis Communication, I’m very happy to be able to work with you and share my more than 25 years of experience in the field of communications. During my long career in the field, I have worked on both sides of the media fence so to speak: as a reporter during such crises as the Swissair Flight 111 disaster, the Mont Blanc Tunnel blaze and the Zug Government shooting. But I have also worked as a press officer for an international meteorological agency, where it was my job to frequently inform the media about such issues as climate change, greenhouse gas emissions, the destruction of the ozone layer and various weather-related disasters including Hurricane Katrina. It has also been my privilege to train hundreds of high-level security and military government officials and company management staff from all over the world about how to effectively handle the press and perform clear, informative presentations in a confident and efficient manner.

At the end of the this course you will understand: SLIDE 3

  • The internal and external importance of crisis communication
  • The various crisis types
  • How to craft an effective crisis communication procedure
  • How to respond and adapt during a crisis

You will also be provided with case studies where we can analyze some notable crises communications efforts and determine what went right and what went wrong. You’ll also receive some handy templates and checklists which you will be able to take away with you and rapidly begin implementing your own crisis communications plan, confident that you have left nothing out.

The Chinese for “crisis” features two characters SLIDE 3: one representing danger and the other opportunity. Although there are various definitions in English they all describe the word along the lines of SLIDE 4 “a time of great danger, difficulty, or confusion when problems must be solved or important decisions must be made.“ And whether the crisis is external, such as the recent global pandemic or internal – for instance your trusted accountant has been embezzling cash to fund a nasty cocaine habit – then one of your most important decisions is going to be how to communicate the problem and, more importantly, your solution to the board, general public, shareholders, staff and partners. The rapidity and manner in which you execute this can mean the difference between successfully weathering a storm and perhaps even going out of business. As we can all recognize, it takes years to build a reputation and only seconds to destroy it, especially in a brave new social media world where trolls, bots, bogus reviews and fake news lurk on every chat board and under every mouse click.

This course is designed to provide you with a comprehensive introduction to crisis management from effective preparation ahead of any trouble, how to implement it in the heat of battle or, how to handle a crisis from scratch assuming you don’t have any such plan in place already.


Dans le domaine de la comptabilité, le brevet fédéral de spécialiste en finance et comptabilité se destine aux personnes souhaitant être en mesure d’assumer la totale responsabilité des tâches en matière de comptabilité, dans des positions de direction financière, responsable d’une fiduciaire, chef(fe) comptable ou encore en tant que Directeur général ou Directrice générale d’une entreprise privée ou publique ou encore d’une collectivité publique.



Section a: The importance of crisis communication

  • External
  • Internal

Section b: Crisis categories

  • Natural disasters
  • Unnatural disasters
  • Product related
  • Policy related
  • Process related
  • Employee related
  • Personal
  • Wrongdoing

Section c: The four stages of a crisis

  • Breaking news
  • Immediate reaction
  • Finger-pointing
  • Fallout/resolution

Section d (interactive): Business/organization related crises (lecturer will provide short case studies/examples and encourage student input)


Section a: Preparation

  • The importance of preparation
  • Dos & don’ts

Section b: Preparation (external)

  • Assembling a crisis team
  • Formulating a crisis document
  • Brainstorming potential crises
  • Social media awareness
  • Developing a response
  • Drills & training

Section c: Preparation (internal)

  • Establishing effective staff communication
  • Honesty & consistency
  • Social media awareness

Section d: Practice & adaptation (external)

  • Handling the press
  • Handling partners
  • Social media
  • Learning from mistakes

Section e: Practice & adaptation (internal)

  • Communicating with staff
  • Communicating with stakeholders

Section f: Implementing a strategy during a crisis

Section g (practical): With a provided template students will develop a preparation document in relation to either their own (or imaginary) business/organization and receive feedback.


Mark Oliver



  • Accompagnement personnalisé à distance
    • Accompagnement personnalisé à distance
    • Webinaires en groupe facultatifs


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