Emergency Public Information

microphone interviewWhen things go wrong, the media come calling and if you aren’t ready to respond, well let’s just say the media train leaves without you and off your story goes for broadcast or publication without your side of it! You need to be ready to communicate with your audiences, through the media, as soon as crises occur, and as ass as media are hungry for your input – even if you don’t have all the answers. Our instructors will help you to adapt your communications plans to carry your organization through all stages of a crisis or emergency.


  • what belongs in your emergency communications kit.
  • the differences/similarities between crises and emergencies.
  • how to keep the media and public updated and tuned-in during an extended crisis.
  • what to say when you don’t have all the answers.
  • how to create effective messages that work for television, radio, print and new media.
  • what reporters need – addressing their needs together with your organization’s.
  • how to present complex issues in a way that your audiences will understand.
  • what to say before, during and after a crises to maintain the confidence of your audiences.
  • how to be an effective spokesperson.

We will use…

real life media samples, both good and bad, workbooks, group sessions, role play, individual assignments, simulations, practice interviews, and samples from participants’ real life lessons to enhance the learning experience for everyone.


When things go wrong, your company may be called upon to do dozens, and possibly even hundreds, of interviews within as little as a single day. The greater and more interesting the issue the more requests you will be taking. This is no time to be caught off-guard. Proper training can prepare you for handling what may seems overwhelming with ease. Participants will get to show off their strengths during at least two practice interviews, one of which will be on camera and broken down frame by frame to highlight what went well and what can be improved. These interviews are typically the most popular part of our program and where the most memorable lessons are learned. Interview styles include:

  • Stand-up
  • Sit-down
  • Panel Discussions
  • Telephone
  • Skype remote
  • Scrum
  • News Conference

Time restrictions do not typically allow for more than three practice interviews but other interview styles can be explained for the benefit of participants.

One-Day Workshop Agenda

8:30-9:00 Introductions: “Why are we here?”
9:00-9:45 Your crisis communication strategy – The Basics
9:45-10:00 Break
10:00-10:45 What the media wants/needs from you. What you want/need from them.
10:45-11:15 Preparing for interviews. “Be the first to return phone calls.”
11:15-12:00 First practice interviews
12:00-1:00 Lunch
1:00-1:30 Review practice interviews: What worked? What can be improved?
1:30-2:30 Shifting communication flow and strategies during different stages of the crises.
2:30-2:45 Break
2:45-4:00 Second practice interviews and critiques. Lessons learned.
4:00-4:30 Summaries, unfinished business, evaluations, last words.