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Course Trainer:

Charlie PownallWWBC Group Faculty Expert

26th – 27th October 2015 | Kuala Lumpur, Malaysia0900hrs – 1700hrs daily

How to plan for, manage, respond to and recover from crises using the web and social media

Who Should Attend

Executives directly or indirectly involved in crisis management and communications, including

professionals in Corporate Communications, Corporate Affairs, Public Affairs, Risk Management, Marketing and

Digital and Social Media Marketing.Accreditations:

Chartered Institute of Public Relations (UK)

Author of:

Managing Online Reputation, a practical guide to protecting and defending corporate reputation in social media, to be published October 2015 (Palgrave Macmillan).

Free Takeaways

Workshop participants will be provided with a workbook of templates, methodologies and checklists covered

during the workshop. They will also receive a free chapter of Charlie Pownall’s new book Managing Online

Reputation.

WWBC Group reserves the right to change the venue of, or speakers at the training course should circumstances require. © WWBC Group

Course Overview

A highly practical 2-day workshop that will equip participants with the confidence to handle crises and fast escalating negative situations on the social web. Drawing on the trainer’s personal experience and looking at a wide range of topical case studies from Malaysia and elsewhere, the workshop will focus the principles and practices of responding to a crisis using social web; it will also explore how companies should prepare for and recover from crises using social channels.

What you will Learn

§  LEARN how the nature and dynamics of crises are changing

§  UNDERSTAND how to identify, track and assess common reputation threats online

§  FIGURE out how to manage online incidents before they escalate into fully-fledged crises

§  MASTER how to use social media to respond when a crisis first breaks

§  APPRECIATE how to use Facebook, YouTube and other channels to tell your story persuasively during a crisis

§  KNOW when and how best to apologise using the social web

§  UNDERSTAND how to use social media to help recover from a crisis

§  LEARN how to develop a Social Media Crisis Plan

Why You Should Attend WWBC Group’s Events

§  To ensure that all objectives of the course matches yours, all WWBC Group’s programs are developed after intensive and extensive research within the industry

§  WWBC Group’s programs focus on your immediate working issues to ensure that you are able to apply and deliver immediate results in real work situations

§  Application and implementation of industry knowledge and experience are the drivers for our course design, not theoretical academic lectures

§  WWBC Group’s training focuses on practical interactive learning tools and techniques including case studies, group discussions, scenarios, simulations, practical exercises and knowledge assessments during the course. Invest a small amount of your time to prepare before attending the course to ensure maximum learning

§  WWBC Group follows a rigorous selection process to ensure that all expert trainers have first-hand, up-to-date and practical knowledge and are leaders of their respective industrial discipline

§  Want to understand why WWBC Group is the preferred training partner in developing human capital? View WWBC Group's Corporate Video on:http://www.youtube.com/watch?v=Cha1af1L55w

WWBC Group’s Quality

Limited AttendeesThe course has limited seats to ensure maximum learning and experience for all delegates.

Certificate of AttendanceYou will receive a Certificate of Attendance bearing the signatures of the Trainer upon successful completion of the course. This certificate is proof of your continuing professional development.

Interactive TrainingYou will be attending training designed to share both the latest knowledge and practical experience through interactive sessions. This will provide you with a deeper and more long-term understanding of your current issues.

High Quality Course MaterialsPrinted course manual will provide you with working materials throughout the course and will be an invaluable source of reference for you and your colleagues afterward.

26th – 27th October 2015 | Kuala Lumpur, Malaysia

Social Media for Crisis Communications

Private In-House Training

Cost effective Private In-House Training can be tailored specifically to your organisation’s needs and can be

arranged at your preferred location and time. If you would like to explore further, please contact Mr. Mike

Smith at mike.s@wwbcgroup.com

WWBC Group reserves the right to change the venue of, or speakers at the training course should circumstances require. © WWBC Group

Course OutlineDay 1

Understanding the New Crisis Environment§  How the social web is changing the dynamics of crises§  The new business and reputational risks posed by social media §  Distinguishing between problems, issues, incidents and crises

Planning for a Crisis§  Identify essential elements of a social media crisis and issues

plan§  Framework and methodology for identifying, monitoring and

assessing threats online§  Criteria for measuring your performance online§  Must-have elements of a social crisis infrastructure:

governance, listening, response

Containing Online Issues & Incidents§  How to assess and stop serious negative online conversations

from becoming bone fide crises§  Five options for responding to negative online situations§  How to handle defamatory online statements, abuse of IP and

other legal risks§  Exercises: Handle six common online incidents, including

furious customers, rogue employees, activist attacks and malicious competitors

Day 2

Making a First Response§  How to use the social web during the first hour of a crisis§  Do’s and don’ts of crisis messaging in your first response§  Handling rumours in the initial stages of a crisis §  Exercise: Develop your first response to a crisis

Handling an Escalating Crisis§  How to handle multiple phases of a fast developing crisis §  Using dialogue, video and other tools to tell your story

persuasively during a crisis§  How to use online listening to help shape your response §  Exercise: Develop a crisis follow-up statement

Developing a Full Response§  Strategies for communicating during a crisis §  The role of social media in a crisis versus other channels §  Exercise: Develop a full crisis plan, including social media

Recovering from a Crisis§  Discover how to assess damage using social tools§  Whether and how to apologise online§  Pros and cons of using crowdsourcing to rebuild trust after a

crisis§  How to use search engines for crisis recovery

Clients’ Testimonials

“Time very well spent.”

“Remarkable sharing sessions.”

“One of the most useful and interesting workshops I've been to.”

“Exceeded my expectations.”

“A great trainer and facilitator.”

Trainer’s Profile and Accreditation

Charlie Pownall is Founder & Managing Director of a boutique communications consultancy.

A specialist in Corporate Communication, Social Media Communication and Online Reputation Management, Charlie Pownall was previously Managing Director (Asia-Pacific) at public relations and public affairs consultancy Burson-Marsteller, Group Communications Manager at advertising and marketing services network WPP and Group Communications Director at SYZYGY Group AG. He started his career with the European Commission as a press officer and speechwriter.

Charlie Pownall has advised a wide range of organisations across many sectors, including Bayer, BP, Boots, CIMB Bank, EADS, Huawei, LG Electronics, London Business School, London South Bank Centre, Novartis, Qualcomm, Singapore government, The Peninsula Hotels and The V&A Museum. He speaks at leading business schools and writes extensively on marketing and communications for publications such as Business2Commmunity, Public Affairs Asia and Social Media Today.

Charlie Pownall has authored white papers and reports on reputation management, stakeholder reporting and investor relations. His Corporate Reputation In The Digital Age white paper was honoured at WPP’s prestigious annual Atticus Awards 2011.

His book Managing Online Reputation will be published in October 2015 by Palgrave Macmillan. Charlie Pownall is Chairman of the Communications and Marketing Committee at the American Chamber of Commerce in Hong Kong.

Organisations Charlie has advised and trained include: American Express, Barclays, BP, CIMB Group, CLP Power, Dubai Electricity and Water Authority, EADS, General Motors, Hong Kong government, Hongkong Land, Huawei, J.P. Morgan, LG Electronics, London Business School, MTR Corporation, Ooredoo, Singapore government, The Peninsula Hotels, The V&A Museum, Vodafone.

26th – 27th October 2015 | Kuala Lumpur, Malaysia

Social Media for Crisis Communications