"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."
- Warren Buffett
Every organisation has to deal with issues, internally and externally. But when does an issue become a real crisis? And how can you use communication to prevent a potential crisis, or how do you manage the existing crisis? How should you approach your different stakeholders? And how do you manage your company’s reputation during these high pressure times in crisis?
This three-day programme covers all aspects of crisis communication, including: general communication strategy, crisis definition, crisis anticipation, crisis preparation, effective communication during a crisis, and finally, crisis prevention.
A combination of lectures, real-life case discussions, video clips, and interactive exercises are used to teach this material in a highly engaging manner. The programme is led by prof. Paul Argenti, a world-renowned expert in corporate communication.
Day 1 focuses on:
- The strategy behind all communications
- The changing environment for businesses
- Crisis communication framework
- 2 case studies
Day 2 focuses on:
- Communicating during a crisis
- Communicating following a crisis
- 2 case studies
Day 3 focuses on:
- Corporate responsibility, and how it can lead to as well as prevent crises
- Reputation risk analysis framework
- Case study
By participating in this course, you will:
learn how to identify crises, and become familiar with crisis characteristics
- learn common mistakes that lead to crisis escalation
- become familiar with specific tools to apply before, during, and after a crisis hits
- become familiar with general frameworks that will help you conquer a crisis situation, and ideally, prevent crises from happening in the first place
- learn how to anticipate potential risk areas ahead of time, and as a result, behave more proactively once a crisis does, in fact, strike
- distinguish between different communication channels when sending a message to employees, consumers, and the media at large during high-pressure crisis times
- think strategically about communication and become more confident in dealing with all aspects of crisis communication.
The programme is designed for executives/professionals with 3+ years of experience who are responsible for crisis communication, or interested to learn more about it. Participants usually have a background in corporate communication, public relations, corporate affairs or related fields.
"I gained valuable insights on how a small crisis can turn into a large one due to external factors."
"The combination of lectures by prof. Argenti and the rigorous case discussions proved to be an excellent balance between theory and practice."
"The case studies helped to apply theory into practice, and they provided me with helpful do's and don'ts based on the experiences of other companies."
Paul Argenti is a world-renowned Professor of Corporate Communication, based at the Tuck School of Business in the United States. He has taught management, corporate responsibility, and corporate communication starting in 1977 at the Harvard Business School, from 1979 to 1981 at the Columbia Business School, and since 1981 as a faculty member at the Tuck School. He has also taught as a visiting professor at the International University of Japan, Helsinki School of Economics, Erasmus University in the Netherlands, London Business School, and Singapore Management University. He currently serves as Faculty Director for Tuck’s Leadership and Strategic Impact and Brand and Reputation programs, as well as Tuck’s custom programs for Novartis and Hitachi Data Systems.
Professor Argenti’s textbook, Corporate Communication is now in its seventh edition and is published through McGraw-Hill Irwin. His seminal work entitled Corporate Responsibility (McGraw-Hill, 2015) focuses on corporate values, shared value, corporate character, and the purpose of the corporation in modern society. Professor Argenti co-authored (with Courtney Barnes) Digital Strategies for Powerful Corporate Communication (2009, McGraw-Hill). Some of his other books include Strategic Corporate Communication (2007, McGraw-Hill), The Power of Corporate Communication (co-authored with UCLA’s Janis Forman, published by McGraw-Hill), and The Fast Forward MBA Pocket Reference (several editions), released through Wiley.
Professor Argenti has written and edited numerous articles for academic publications and practitioner journals such as Harvard Business Review, California Management Review, and MIT Sloan Management Review. He also blogs regularly for Harvard Business Review, The Washington Post, and U.S. News & World Report and appears frequently on radio (NPR) and television (CNBC) commenting on topics related to communications, reputation, and corporate responsibility.
Professor Argenti is a Fulbright Scholar and a winner of the Pathfinder Award in 2007 from the Institute for Public Relations for the excellence of his research over a long career. He serves on the Board of Trustees for the Arthur W. Page Society and the Ethisphere Institute. He also serves on advisory boards to CEOs for a variety of global companies. Finally, he has consulted and run training programmes for hundreds of companies including General Electric, ING, Mitsui, Novartis, and Goldman Sachs.
11-12 November 2020
09:30 - 17:00
The course fee: € 2.650,-, includes tuition, course material and lunches
Bayle (J) Building, campus Woudestein
Burgemeester Oudlaan 50
Rotterdam, the Netherlands
If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.
To receive a full refund, a written notice of cancellation must be send to firstname.lastname@example.org within a term of thirty (30) calendar days after receipt of the written confirmation of the registration, unless the start date of the course programme is within the term.
Accordingly, the cancellation fee is calculated as follows:
- 25% of the programme fee if the cancellation notice is received 30 days or more before the start date;
- 75% of the programme fee if the cancellation notice is received between 29 and 15 days before the start date;
- 100% of the programme fee if the cancellation notice is received 14 days or less before the start date;
- 100% of the programme fee if the cancellation notice is received after the programme has started.
For more details, please view here the complete General Terms and Conditions.
The participant can be substituted by someone from the same organisation on the same course without extra costs.
This programme can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for communications professionals. Find out more: