Prepare for organizational scandals and crises
357 When Bad Things Happen: Managing the Media in Crises and Emergencies Elective

Counties are prepared for natural disasters … but what about federal and state investigations, embezzlement of funds, arrest or death of an official, program failure, scandals uncovered and other unexpected situations. This course focuses on the communications principles required to respond to organizational crises. Case studies are analyzed to identify successful and unsuccessful responses. A set of steps are presented to prepare a communications response, including role assignments, strategies and tactics which target affected audiences, key messages which tell the county’s story, and delivering the response via the media and other communications vehicles. Techniques are shared for response options, sample messages, understanding media perspective and how to avoid common pitfalls and missteps.

Instructors: Sheri Benninghoven, APR is President of SAE Communications. Scott Summerfield is an expert in public agency strategic communications.

Thursday, January 31, 2019, 10:00 a.m.–3:30 p.m.
Sacramento w $149/person for counties w 3 credits w Staff/Elected Officials