PR: Protection against Information Attacks

Merch Scholarship

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Format

2 Days [online]

10:00-18:00

cost

20 000 uah

PR: Protection against Information Attacks

Protecting reputation of businesses from hostile information attacks and crises they provoke

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PR and marketing professionals, heads and managers of communication departments seeking to:

Effectively manage and protect their business's reputation

Prevent possible financial losses caused by negative information attacks in the public sphere

Understand who, how, and in what cases and ways should respond to public negativity aimed at the company

What are the indications that an information attack is being carried out against your company?

How to minimize the likelihood of your business suffering from an information attack?

What practical steps should you take to counter an information attack on your business?

How to minimize business losses due to an information attack?

How to carry out external and internal communications during an information attack?

What are the measures to prevent and mitigate the negative impact of possible information attacks on business?

Experience of which domestic and foreign companies can be taken as an example of effective communication during an information attack?

The structure of the program

Day 1

Crisis situations

10:00 - 18:00

How reputation affects business results. Components of business reputation and its metrics.
Who inside and outside the company shapes and destroys its reputation. What function should be responsible for reputation management, how is it subordinated to senior management and how it coexists with the marketing department.
What PR strategy will be effective and how the manager can check if it meets the needs of the business.
Research data to understand the media fields and public sentiment in Ukraine and Europe.
How to ensure effective communication of information to the media and social networks.
How often companies need to appear in the media and social networks and in what way.
Who should be the spokesperson of the company and how many spokespersons are needed.
How to prepare for communication with the media (comments, interviews, press conferences, etc.) and on social networks.
What is more effective: own PR department or outsourcing.
Peculiarities of protection against information attacks in social networks.
Workshop and case study.

Day 2

Setting up preventive measures and combatting information attacks

10:00 - 18:00

Situations in which the business’s reputation is under a real threat.
How approaches to crisis response have changed in recent years.
What management decisions are needed during a crisis.
When to respond and when not to respond publicly to negative statements about the company.
What is the role of top managers and who is the first responder in protecting reputation of the business.
What is the difference in communication with media and social networks in ordinary and crisis circumstances.
How can the crisis be prevented and its impact on business reduced?
How to withstand or minimize reputational and other losses during an information attack.
Workshop and case study.