Developing a positive communication strategy is one of the most effective steps a business can take to defend, protect and enhance their reputation during a crisis before it’s even happened.

By communicating clearly and effectively organisations can direct every situation, and as a result, benefit from a positive response when a ‘bump-in-the-road’ does strike. Conversely, ineffective communication brings about the opposite results. Your team, service users and stakeholders feel frustrated and panicked, and morale declines.

This ‘Developing Strategies for Positive Communications in Times of Crisis’ course ensures that you are fully prepared for when a crisis hits, placing you well to quickly promote good news stories and remain positive in the face of adversity.

Acquire practical strategies and tools to ensure the smooth handling of any crisis communications. Work with the trainer to build an effective communications plan addressing all stages of a crisis, from pre-crisis preparation to post-crisis recovery and practise the skills you have learnt in a real-time scenario.

About the Trainer: Sheree Dodd
Sheree Dodd is a communication consultant with the expertise and experience to lead organisations working in the political arena that wish to deliver communications with impact. She has led communications teams up to 70-strong.

A former Director of Communications at the Department of Trade and Industry (DTI), Deputy Director at DWP and Head of News at the Northern Ireland Office (NIO), she offers a powerful combination of experience in leading complex communications activity as well as national media practice from many years as a senior political journalist.

Sheree has extensive experience in handling high profile media campaigns. Former clients with complex communication needs include the House of Commons Commission, which she advised throughout the MPs’ expenses scandal, the Sentencing Guidelines Council and the International Diabetes Federation where as an Interim Director of Policy and Programmes she led on advocacy, messaging and projects during a year of high-profile activity at the United Nations. She currently provides communications support and advice to the Groceries Code Adjudicator and the Pubs Code Adjudicator. Other roles include editing complex reports and documents.

09:15 - 09:45


09:45 - 10:00

Trainer's Welcome & Introduction

10:00 - 10:30

Crisis Communications: What Is It and Why Do We Need It?

  • Understanding the importance of strong crisis communications
  • Recognising how different crises form and manifest
  • Identifying key communications channels and stakeholders
10:30 - 11:00

Crisis Communications in Theory and in Practice

  • Assessing the pros and cons of common crisis communications models
  • Diagnosing different types of crises and prescribing the right model
11:00 - 11:15

Morning Break

11:15 - 12:00

Preparing for Anything: Creating a Pre-Crisis Plan

  • Assembling a cohesive team and assigning roles
  • How to identify potential threats most likely to affect your organisation
  • Mapping your stakeholders
  • Drafting templates for holding statements
12:00 - 12:45

Tools to Help You Direct the Situation

  • Controlling the narrative through the initial crisis response
  • Setting the tone: choosing your language carefully
  • Keeping a consistent message across platforms and spokespersons
  • Handling external and internal communications
  • Finding the balance with information dissemination
12:45 - 13:45


13:45 - 14:30

Post Event Communications

  • Understanding why post-crisis communications are critical
  • Creating meaningful follow up communications
  • Recovering and transitions back to normal communications
14:30 - 16:00

Workshop: Crisis Communications at Work

  • Participants work on a scenario that allows them to apply a crisis communication plan and overcome complications and challenges
  • Evaluating the plans and lessons learnt
16:00 - 16:15

Feedback, Evaluation & Close

Tim Lloyd

Strategy & Client Service Director

Tim has led digital communications teams for the UK Department for Business, Innovation and Skills and Department of Health. He…

Read more

Hallam Conference Centre

44 Hallam St,

+44 (0)20 7706 7700

Q: Can I make a provisional booking?

A: Unfortunately, we do not accept provisional bookings. Registrations are subject to our terms and conditions. View terms and conditions here

Q: Can I book without a purchase order number?

A: Yes. Simply email after you have booked the course, with your Purchase Order Number. Please quote your order number and the course you are booked onto.

Q: Is lunch included?

A: Yes, a two-course hot buffet is served at lunch. Tea and coffee are served throughout the day.

Q: I have special dietary requirements, how can I request this?

A: Special dietary requirements can be catered for, please ensure you include this in the further information box when registering your place. If you have forgotten to add this, you can also send your requirements to or call 0800 542 9440. Please let us know as soon as possible so we can ensure your needs are met.

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A: You will receive the joining instructions and reminders, 6 weeks, 2 weeks and 3 days before the course date. Please check your spam box to see whether the joining instructions were sent there, if not please call 0800 542 9440 so we can have these sent to you immediately.

Q: I can no longer attend the course, can a colleague attend in my place?

A: Substitutions may be made at any time but must be made no later than 48 hours prior to the event. Please call 0800 542 9440 or email with the replacement's details.

Q: What is your cancellation policy?

A: Cancellations must be received in writing 30 working days before the date of the event and will be subject to a £195+VAT administration fee. Cancellations received after this time will be subject to the full delegate fee.

Q: Why haven’t I received the speaker’s presentation?

A: Speakers presentations are sent a week after the event date. Please contact a member of the UMG team on 0800 542 9440 or if it has been more than a week.

Q: Will there be WI-FI?

A: Yes, all our venues have the latest technology, offer full audio visual support and WI-FI.

Q: Can’t find what you are looking for?

A: Why not contact a member of the UMG team on 0800 542 9440 or email