Introduction

In today's rapidly evolving information landscape, effective Crisis Communication and Media Relations for NGOs are not just reactive measures but essential strategic capabilities for protecting reputation, maintaining trust, and ensuring continuous support for critical missions. When a crisis strikes—be it a natural disaster, an organizational mishap, or a reputational threat—the ability to communicate clearly, promptly, and responsibly can make the difference between sustained operations and severe setbacks. NGOs often operate in highly scrutinized environments, making robust media engagement crucial for raising awareness, mobilizing resources, and influencing public opinion, even in times of stability. Without mastering the art and science of crisis communication and media relations, organizations risk misrepresentation, erosion of public confidence, and diminished capacity to serve their beneficiaries effectively. This essential training course focuses on equipping professionals with the expertise to master Crisis Communication and Media Relations for NGOs.

This intensive training course is meticulously designed to empower NGO leaders, communications managers, public relations officers, program managers, and all personnel likely to interact with media or manage crisis situations with the theoretical understanding and hands-on practical tools necessary to navigate complex communication challenges. Participants will gain a deep understanding of crisis preparedness, explore various media engagement strategies, learn about crafting compelling messages for diverse audiences, and acquire skills in spokesperson training, social media management during crises, and reputation recovery. The course will delve into topics such as crisis communication planning, risk assessment, media monitoring, press conference management, ethical considerations in reporting, and building resilient communication strategies. By mastering the principles and practical application of Crisis Communication and Media Relations for NGOs, participants will be prepared to protect their organization's integrity, enhance visibility, and ensure their vital messages resonate powerfully during both calm and turbulent times.

Duration: 5 Days

Target Audience

• NGO Executive Directors and Senior Management
• Communications and Public Relations Managers
• Media Relations Officers
• Program Managers and Project Coordinators
• Spokespersons and designated media contacts
• Advocacy and Policy Officers
• Digital Media and Social Media Managers
• Risk Management and Security Personnel
• Fundraising and Partnership Development Professionals
• Anyone involved in managing public perception or organizational reputation.

Objectives

• Understand the principles of crisis communication and its importance for NGOs.
• Learn to develop a comprehensive crisis communication plan.
• Acquire skills in identifying and assessing potential communication risks.
• Comprehend techniques for engaging effectively with traditional and social media.
• Explore strategies for crafting clear, consistent, and compelling messages during a crisis.
• Understand the importance of spokesperson training and media interview techniques.
• Gain insights into managing social media and online reputation during crises.
• Develop a practical understanding of post-crisis recovery and continuous learning.

Course Content

Module 1: Introduction to Crisis Communication for NGOs

• Defining crisis and crisis communication in the non-profit context.
• The unique challenges and vulnerabilities of NGOs in a crisis.
• The impact of crises on reputation, trust, and funding.
• Principles of effective crisis communication: transparency, speed, empathy, consistency.
• Case studies of NGO crisis communication successes and failures.

Module 2: Crisis Communication Planning and Preparedness

• Developing a comprehensive crisis communication plan: components and key elements.
• Identifying potential crisis scenarios and conducting a communication risk assessment.
• Forming and training a dedicated crisis communication team.
• Establishing clear roles, responsibilities, and decision-making protocols.
• Creating pre-approved statements, holding messages, and FAQs.

Module 3: Media Relations Fundamentals for NGOs

• Understanding the media landscape: traditional vs. new media.
• Building positive relationships with journalists and media outlets.
• Crafting compelling press releases, media advisories, and backgrounders.
• Organizing successful press conferences and media briefings.
• Measuring media coverage and its impact.

Module 4: Message Development and Stakeholder Communication

• Principles of effective message development for diverse audiences during a crisis.
• Crafting clear, concise, and credible key messages.
• Tailoring messages for internal stakeholders (staff, board) and external audiences (donors, beneficiaries, public).
• The importance of empathetic and authentic communication.
• Avoiding jargon and ensuring cultural sensitivity in messaging.

Module 5: Spokesperson Training and Media Interview Skills

• Role of the spokesperson: qualities and responsibilities.
• Preparing for media interviews: research, message rehearsal.
• Techniques for delivering clear messages and staying on point.
• Handling difficult questions, aggressive interviewers, and "no comment" situations.
• Practical media interview simulations and feedback sessions.

Module 6: Digital and Social Media in Crisis Communication

• The unique challenges and opportunities of social media during a crisis.
• Developing a social media crisis communication strategy.
• Monitoring social media for emerging issues and public sentiment.
• Engaging with online communities and responding to comments and criticisms.
• Managing misinformation and disinformation online.

Module 7: Crisis Response and Damage Control

• Implementing the crisis communication plan in real-time.
• Establishing a dedicated crisis communication hub or war room.
• Managing information flow and ensuring consistent messaging across channels.
• Addressing rumors and speculation effectively.
• Deciding when and how to issue apologies or take corrective action.

Module 8: Post-Crisis Recovery, Evaluation, and Learning

• Assessing the impact of the crisis on reputation and trust.
• Strategies for reputation rebuilding and long-term trust restoration.
• Conducting a post-crisis communication audit: what worked, what didn't.
• Documenting lessons learned and updating the crisis communication plan.
• Fostering organizational resilience for future challenges.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.