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Executive Masterclass: Crisis communication and management

Crises are unexpected events that can severely harm an organization’s reputation and decrease stakeholder trust. By nature, crises situations are hard to predict and difficult to manage. However, with the right frameworks, managers can categorize and analyse emerging crisis situations and consequently react in an appropriate manner with the right crisis communication strategy. This knowledge has become ever more important with the rise of digital media that have increased the speed, information diversity, and uncertainty in crisis situations. 

This masterclass will provide you with the right frameworks to understand different crisis situations according to their crisis type. Based on various cases and scenarios, participants will learn how to respond in crisis situations, which helps to reduce harm, regain trust, and prevent reputation loss. The course will pay particular attention to crises communication the digital sphere (i.e., social media) by considering the particularities of such a communication environment (i.e. digital activism, fake news, newly empowered actors).  


Learning outcomes

With this course you will:

  • Gain knowledge about different crisis types and learn how to categorize crises

  • Learn the right crisis response strategies for different kinds of crisis situations

  • Gain an understanding of the crucial role of strategic communication and the use of the right media in contemporary crisis scenarios

  • Apply your new knowledge on real life crisis cases

Who is this course for?

This course is suitable for anyone who wants to become prepared for possible crisis events. The course is specifically designed for professionals and managers and will be useful if you have function that faces external stakeholders, for instance marketing managers, social media managers and communications specialists. 

It will also be useful for leaders and managers within small organisations or businesses who manage their organisation's reputation, brand and external relationships.


Entry requirements

To ensure the learning experience is beneficial, participants must have at least 3 years' of relevant, full-time work experience.  


Course leader

Michael Etter is a Senior Lecturer (Associate Professor) in Digitization and Entrepreneurship at King’s Business School at King’s College London. 

In his research, Michael investigates stakeholder engagement and strategic communication with stakeholders. He is thereby particularly interested how new information and communication technologies influence these processes. His research has been published in leading academic journals, such as Academy of Management Review, Journal of Management Studies, and Journal of Communication Management. He has won numerous awards for his research and excellence in teaching. Michael has taught various courses to audiences ranging from undergraduate students to executives. He has taught executive courses at IE Business School Madrid and Rotterdam School of Management. Previously, he was Associate Professor at Copenhagen Business School. He holds a PhD in Organization Studies and Cultural Theories from the University of St. Gallen, a Master of Science from the University of Fribourg (Switzerland). 

Prior to entering academia, Michael worked as a strategic communication consultant.  

View Michael's full profile.


Attending a virtual course with King's Business School

This course is delivered online and live in our virtual classroom and so participants must be available to attend all sessions at the published times to participate. You will be supported to participate, interact and network with other professionals as you would during our on-campus courses.  

Please note that all times are local to London, UK. Participants based outside of the UK must ensure they can join the virtual classroom at the published course times.   


What equipment do I need?

To participate you simply need a stable internet connection and a computer or laptop with a camera and microphone. You will be sent full joining instructions for your course prior to the first session and our programme team will be available to assist with questions.   

Registration is closed, please contact us to register your interest for the next iteration.

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