Richard Brundage Seminar – Center for Advanced Media – Crisis Management & Communications

Richard Brundage Seminar

Center for Advanced Media
“Crisis Management & Communications”

Hard Rock Hotel Bali Indonesia,

13 – 14 April 2009

16 – 17 April 2009


Crisis management communications is part art, part science. Some crisis management communications is simply having in place corporate spokespersons with an instinct for saying the right thing in the right way to the right people at the right time.

But instincts must be honed. In fact, it’s the really brilliant communicators who should be the first persons trained when a crisis occurs. Smart crisis management communications never takes anything for granted, not even in the presence of genius.

The science of crisis management communications takes the art of crisis management communications to a next level. Crisis management communications institutionalizes best practices. It readies best practices for implementation and refines each one to fit the circumstance.

For example, the corporate apology may be a best practice in crisis management communications – but in what circumstances? After what other alternatives have been exhausted? How should the apology be delivered? What are the dangers of saying too little? What are the dangers of saying too much?


Rundown Program

Day 1

Section 1The Foundation of Good Communication Techniques

  • Crisis Communications Management Principles
  • Selecting the Crisis Communications Management Team
  • Preparing and conducting an internal Crisis Management Audit
  • Developing the Crisis Management Culture in your organization

Section 2 – Connecting with the Audience using the Media

  • How to capture 87% of your audience in the first 5 seconds
  • Themes and bridging techniques to ensure that your agenda is heard
  • Exercises that create image and impressions
  • How to humanize your organization in any situation
  • The 4 Instant Lessons of a media interview or speech
  • The reporter’s agenda versus yours
  • How to handle confrontational interviews or audience questions
  • The 6 “C’s” of professional media responding
  • The two leading character traits viewers look for in a respondent
  • Pre-interview techniques to ensure a good media sound bite
  • The “Cardinal Rules of Crisis Communications”

Section 3 – Techniques to ensure your Message Gets Across

  • Fact Sheets: How to write them and make sure they are used
  • Writing for the “ears” as well as for the “eyes”
  • How to make sure your message is clearly understood
  • How to provide balance to the story – every time
  • How never to be taken “out of context” again – in print, radio & television
  • The magic “12-second window” and how it works for you

Section 4 – The Backroom Pass: Inside the Newsroom

  • Differences between radio, television and print interviews
  • Creating your “image”: how and when to do it
  • Practice makes perfect” exercises for the executives
  • 40 techniques for improving your performance in any media or public appearance
  • Body language techniques used by the pros
  • A look at how newsrooms operate and how decisions are made

Section 5 – Practice makes Perfect

  • Case study preparation – theme development
  • On Camera exercises
  • Playbacks and critiques

Day 2

Crisis Management

  • Crisis Defined
  • Types of Crises
  • Elements of Effective Crisis Response – operations, management & communications response
  • Crisis Vulnerability Audit – levels of classification; operational and non-operational scenarios
  • The Crisis Management Team – principal, support and specialist functions
  • The War Room
  • Call out and alert procedures

Section 1 – Crisis Communications

  • Communication Characteristics of a Crisis
  • Strategic Crisis Communications
  • Crisis Communications Policies & Principles
  • Court of Law vs. Court of Public Opinion
  • Communicating with Stakeholders – victims, employees, business partners, local community, regulatory agencies, etc
  • Operationalizing Crisis Communications
    • Crisis Communications Team – various models
    • Media Response Team – onsite and offsite
    • Tapping external agencies & suppliers
    • Crisis Communications War Room
    • Communications Grab Bag
  • Crisis Communications Handbook
    • Policies & Procedures
    • Organization – CMT and CCT
    • Logistics
    • Emergency Contact List & Media Directory
    • Holding Statement
    • Fact Sheet
    • Q&As
    • Communication Do’s & Don’t’s
    • Building Trust in Times of Peace: Local Stakeholder Dialogue

Section 1 – Case Study Analysis

  • Presentations and viewing of case studies in the Philippines, Asia and the world
  • Handling the Difficult Ones
  • Tips and secrets on how to handle international media and investigative journalists
  • Q&A about participants’ challenges in dealing with the media

Section 3 – Roll the Tape: The News Conference

  • How to conduct a news conference including: preparing the “opening statement” and fielding questions from reporters
  • Preparation of news conference opening statements by teams with “theme development”
  • Presentation of news conference by workshop participants

Section 4 – “Surviving in an age of Instant News” – The Internet.

Questions and Answers



Richard Brundage

This critically acclaimed seminar was developed by Richard Brundage, the widely recognized international crisis communications expert, author of the book, “The Heart In Communicating”, former TV news anchor, producer and director whose programs have appeared on national television.

His “live-on-camera” seminar, “Risk Communications and Media Response Training for Today’s Leaders” has received standing ovations around the world. .  From medical, corporate, legal and educational professionals to government, association executives, and industry leaders, Brundage has trained some of the nation’s top executives with his insightful, intensive and practical techniques.  His uniquely supportive workshops yield immediate and lasting results for all who participate.

He was recently selected by the State Department to train new U.S. Ambassadors, and was the only crisis communicator in North America to be featured in the 60-minute television special, “Global Risk Management”.  His message extends far beyond responding to the media:  It is “new millennium thinking” about how we all communicate with each other.


Maria Lourdes L. Espina, APR

Malou Espina is an Accredited Public Relations professional (APR) with over 15 years of experience in the private and public sectors. She specializes in issues management, corporate communications, and stakeholder relationship management. Her practical approach to corporate PR comes from several years of working in the academe, congress and the oil industry.

As head of public affairs of the Asian Institute of Management and then the STI Education Services Group, Malou developed and implemented award-winning programs designed to strengthen relationships with constituencies. Her stints at the STI Foundation for Leadership in IT & Education (STI FLITE) and the AIM-RVR Center for Corporate Responsibility developed her passion for CSR which continues to this day. As Chief of Staff to former Representative Mar Roxas, she helped steer his legislative agenda and organized The Philippine Forum, a conference of the country’s next generation of leaders.

Malou is currently corporate affairs manager and spokesperson of Total (Philippines) Corporation, a subsidiary of the world’s fourth-largest integrated oil and gas company. She is a 3-term director of the Public Relations Society of the Philippines and an active member of the International Association of Business Communicators. She conducts media training and is an occasional speaker on corporate and crisis communications


Testimonial On Richard Brundage

“I wish I had participated in this course before I entered public service.  I would have been a much more effective communicator!” Senator Daniel Coats, U.S. Ambassador to Germany

“Brundage is  a “brain teacher”!  This course should be mandatory for all executives.  Teaches you how to organize your thoughts & actions in a crisis – before the media arrives!” Chris Kerns,  Director,  U.S. Customs Service

“In my 25 years in education as a teacher and administrator, Richard’s workshop ranks at the very top of all the professional training sessions I’ve ever attended.” Mary Ellen Hamer, APR, President, Indiana School Public Relations Association

“This is the best media-prep course I’ve ever taken.  I’m going to review my notes again before my next national book tour.”

Lucian K. Truscott IV, author, Army Blue, Heart of War,  the HBO Movie Dress Gray

“Given a choice, I would require this seminar for all Commanding Officers!”  The “right stuff!” Chief of Operations,  U.S. Coast Guard

“This was the most realistic, practical, matter of fact course I have attended in many years.  Certainly thought provoking and an absolute necessity for ‘risk  managers’!”Neal Turner, Chief Deputy Montgomery County Sheriff’s Office Deputy Coordinator – Emergency Services

“Being able to effectively communicate after a terrorist attack is key to managing a crisis.  This seminar has certainly raised the bar for courses in our State and will pay BIG dividends to all who attend!  Absolutely essential for emergency managers” John Aucott, Director Rhode Island Emergency Management Agency

“The best seminar of the entire two weeks at the State Department!  This should be day one!” Bonnie McElveen-Hunter U.S. Ambassador to Finland

“Paramount! What I learned in two weeks of P.A. school, I learned here in  four hours!  Commanding Officer Gulf Region, U.S. Coast Guard

“Eye-Opening! Well worth the time – Excellent!  I thought I knew what I was doing until this course taught me more than I could even think of.” Bruce W. Tully, Special Agent in Charge Diplomatic Security Service – U.S. State Department Washington, D.C.  Field Office

“I learned more in an hour in this exceptional seminar than day-long sessions from others!” W. Ronald Olin, Ph.D. Chief of Police, Lawrence, Kansas

“The right stuff!” “Valuable tips for maximizing effectiveness in any crisis situation.    This was the very best part of the entire Conference.”  Commanding Officer, U. S. Coast Guard Houston-Galveston

“Outstanding Program!  HIGH instructor credibility”. Allen King Special Agent, FBI



  • Rp. 12.500.000,- (Training Investment No Accommodation )
  • Rp. 14.000.000,- ( Investment include 3 night Twin share Accommodation at Hard Rock Hotel Bali )
  • Rp. 15.350.000,- ( Investment include 3 night Single Accommodation at Hard Rock Hotel Bali )

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