Media Training And Crisis Communications Simulation
Once the crisis communications plan is written, Bremer recommends scheduling a media training session with one of two options:
• Half-day general media training session geared toward crisis situations and
• Full-day media training using a simulated crisis situation

General Media Training
In the first half of this session we focus on reviewing company and situational messaging relevant to crisis scenarios. Bremer’s extensive media training program prepares executives with a customized Media Training Manual, key message development and delivery, and Q&A run-throughs for crisis-oriented interviews. In the second half of the session we utilize on-camera practice interviews with a reporter and follow-up critiques that add to the depth of this experience. Our goals are to provide company executives with an understanding of the media and to help them acquire a comfort level in delivering their company’s messages under stressful or critical situations.

Media Training Using a Simulated Crisis
Here, media training is designed to incorporate a simulated crisis situation. This is typically a day-long session with senior executives and spokespersons training on how to handle the first six-to-seven hours of a crisis. In advance we select a crisis scenario with the CEO or other senior executive, however, the crisis element is not disclosed in advance to participants.
For example, participating executives arrive at work expecting to participate in a general media training session. Instead they are unexpectedly met (ambushed) by a cameraperson and reporter who interview them on the spot for the predetermined crisis scenario. Of course, they will ad lib general “we are still investigating” statements because they are not yet versed in all of the details – a situation all-too-common in a crisis event.  
From there, the group meets to evaluate the extent of the mock crisis situation, determine communications and operational responses, develop key messages, and prepare for a mock press conference in the early afternoon. Following the press conference, Bremer debriefs on the day’s exercise.

How an organization and its spokespersons respond to a crisis, especially in the crucial early hours can have an enormous impact on the company’s brand, reputation and constituent relationships.
Proactive Planning
A Crisis – by Definition
The Planning Process
Crisis Communication Management
Media Training and Crisis Communications Simulation

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