Two Day Masterclass

18 – 19 October 2022

Jumeirah Messilah Beach Hotel

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Today, the proliferation of many digital platforms has enabled citizen journalists to report “live from the scene” faster than news organizations can arrive on the scene, thus opens a pathway for some to deliberately spread fake news to further their cause, sparking angry backlashes from readers who take what they read at face value. Fake news can threaten to stymie the organization’s reputation and escalate to a full blown crisis, which represents a very high risk for organizations. A crisis is defined often by its sudden development and by the rapid reputational damage it ensues, which lead to potential detrimental impacts on the commercial, financial and reputational interests of the organization.

Effective crisis planning and communications has a definable financial value. Research shows that companies which fail to mount an adequate response lose, on average, 20% of their stock value in the following months. Companies which respond well, regardless of the cause of the crisis, actually gain an average 5% in value. Crisis planning and training must be regarded as a financial investment.

Led by Stuart Bruce, this highly interactive two-day masterclass aims to explore how early planning and preparation, together with a strong understanding of the principles of crisis communication, will insure the organization against reputational shocks or damage. Using case studies from leading organisations and a series of practical simulation exercises, participants will discover effective strategies to operate during a high-pressure reputational crisis and establish crisis leadership to not only protect brand trust but emerge from the crisis with trust enhanced. You will also leave with renewed fervour about the importance and financial value of crisis planning and rehearsal and gain vital crisis communications skills to manage and defend trust in your brand when it is at its most vulnerable.

By the end of this 2-day executive masterclass, you will be geared up with a better understanding of strategic crisis management and communication protocols to contain and counter crises and best practices to protect brand reputation in the time of public sensitivity.

18 – 19 October 2022


  • The new media landscape and impact of fake news
  • Reputations, risks and responsibilities
  • Coping with a crisis
  • Crisis communications planning
  • Tactics and tools for the digital age
  • Live crisis communications workshop
  • Putting new crisis communications skills into action


Stuart Bruce FCIPR is an elected member of the Chartered Institute of Public Relations (CIPR) council, founder member of its Social Media Panel, co-author of two PR books – Share This and Share This Too. He has more than 27 years’ of experience and is one of the world’s first PR bloggers, writing at since 2003. He was the co-founder and managing director of one of the UK’s first online PR consultancies, growing it in less than three years into a PR Week Top 150 Consultancy and Top 30 Digital Consultancy.

Stuart regularly speaks at international conferences and forums and has provided confidential advice and training to senior PR and communications professionals running the offices of senior politicians and business leaders
Stuart’s client experience includes the UK Government Cabinet Office, Rolls-Royce, Tourism Ireland, Specsavers, European Parliament, Skanska, Siemens, Zurich Insurance, HSBC, Bayer, Royal Bank of Scotland, Bank of England, Unilever, United Nations, Sony, PayPal, Philips, Discovery Channel, Weber Shandwick, Finsbury, Leo Burnett, GSK, Petronas, Gazprom and Du Pont.


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Jumeirah Messilah Beach Hotel