Course Overview
This course will give you a deeper understanding of the issues relating to cyber security and how they may play out in a crisis scenario. You will learn the planning and support tools needed to deal confidently with the media and put these tools into practice in a practical scenario, designed to mimic a real data breach.
Course Content
1. Introductions and course overview
2. Getting everyone on the same page
- The role of media training
- The changing face of media and communications
- Introduction to Paid, Earned, Shared and Owned media (‘the PESO model’)
- Establishing the national and local earned media landscape
3. The specific threat of cyber security
- Why is cyber security such a significant topic?
- Case studies – what can we learn from some of the world’s biggest brands?
- How a cyber security incident differs from other communications crises
4. Overview of the media
- What do media want?
- Why should organisations engage with media?
- How does a story get into the news cycle?
- Why engage with media?
5. Communicating effectively
- The importance of messaging
- Finding your message
- Tools and techniques to help tell your story – press releases, events, video content, long-form features
6. Reaching your audience
- Stakeholder mapping and scoring – live exercise
- Adapting your message for different audiences
- The vital role of distribution in getting your message across
7. Dealing with a cyber security crisis
- The importance of preparation
- The timeline of a crisis
- The do’s and don’ts of crisis management
8. Preparing for media interaction
- Planning
- Authenticity
- Appearance
- Common media tactics
- Retaining control of the interview
9. Different forms of media
- The Channel Island media landscape
- How print, trade and broadcast media differ
- The importance of video content
10. Social media
- The local landscape
- Maintaining your brand online
- The dangers of people and social media
11. Crisis simulation – cyber security incident scenario
- You will be given a live crisis scenario related to a cyber security incident
- As a group, you will be asked to apply the learnings from the morning’s training to deal with that scenario
- Each group member will be handed a role within the scenario and the group will use ‘the timeline of a crisis’ to follow the steps to deal with said cyber comms crisis
- After a period of ‘fact finding’ to establish the detail surrounding the cyber comms crisis, the team will be presented with a series of developments
- Each development will present a new challenge to the team and their individual roles
- Together, the group will collectively decide the best course of action including preparing statements, responding to media requests and giving media interviews ‘as live
- You will leave with feedback and suggestions
12. Summary and review
Course Benefits
British Airways, T-Mobile, Marriot Hotels, Cathay Pacific and Facebook were just some of the global names affected by cyber security or data breaches during 2018. It’s estimated that, globally, companies could incur $5.2 trillion in additional costs and lost revenue over the next five years due to cyber-attacks. This figure doesn’t factor in perhaps the most valuable element of your organisation; its reputation.
Whatever the size of your organisation, cyber security is a very real threat and how you deal with the reality can make or break your fortunes.
This training seeks to prepare you for the issue of cyber security. It will ‘set the scene’ by demystifying and explaining the media landscape and the tactics employed by national and local media, before calling on you to apply your learnings via a live, crisis simulation undertaken as a group.
The course would suit any individual with an interest in, or responsibility for, communicating on behalf of their organisation. No experience is necessary; the training will serve both as an introduction to the topic or a refresher or update to existing skills.
Next Steps
If you would like to book a place on this course please click on the ‘Book Course’ button to the right of this page and login or register for a user account to complete your booking(s). Any queries please do not hesitate to contact us via [email protected] or call us on 01481 224570.
If no date is scheduled for this course at the present time please click on the ‘Register Interest’ button and login or register for a user account so that we can add you to our course interest register. This register allows us to contact our tutors and finalise dates for a course as soon as we have a few people who have expressed their interest, so the more delegates who register their interest, the sooner we can schedule a particular course.