FutureSkills: Issues and Crisis Management in the Social Media World - HKPC Academy
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FutureSkills: Issues and Crisis Management in the Social Media World
10014220-02
HKPC Building 78 Tat Chee Avenue Kowloon
2023-09-20
Mr Bosco LAU - 27885668 | Ms Angel LEE - 27885754
boscolau@hkpc.org
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Programme Highlights

  • Social media is one of the most powerful tools for marketing in the digital era. However, any unintentional or negative post /comment on social media could bring the brand or the company’s reputation into a downward spiral.
  • This programme provides you the insights to manage public relations in the social media world. Join to learn the latest skills that are essential to lead you through the social media hype!

Learning Outcomes

By taking this course, you will be able to

  • Understand the latest trends and development of the traditional media and social media landscape and the implication on overall public relations approach
  • Learn how to build positive awareness in a social media age for a brand
  • Learn ways to defuse an issue in order to prevent it from developing into a crisis
  • Adopt an effective approach to manage crisis, especially during time of uncertainties

Course Fee

HK$1,600/ HK$1,440*
*Group discount for 2 or more

Date

20 September 2023 (Wed)

Time

09:30 – 17:00

Duration

Total 6 lecture hours

Medium

Cantonese with English terminology

Certificate of Achievement

A Certificate of Attendance will be awarded to participants who have attained 100% attendance.

Course Structure

 1. Managing Public Opinion in Social Media Age
    • Provide an overview of the media and social media landscape development
    • Discuss the new media scene and implications on public relations approach
    • Understand how social media drives public opinion
 2. Building Trust with the Public
    • Introduce trust triangle and its importance in Social Media age
    • Learn about the public expectations from corporate
    • Learn how to use Message Pyramid to structure communication messages for brand
 3. Identifying and Managing Issues in the Social Media Age
    • Introduce 4-step approach to identify issues
    • How to identify issues in the social media age
    • Provide examples on how mishandling of issues developed into major crisis
    • Introduce the concept of Sensemaking, and why this is a powerful approach in responding and managing issue in Social Media Age
    • Use of case study to demonstrate the concept
 4. Managing Crisis
    • What constitutes a crisis, especially in the context of 21st century
    • Overview of the 6 stages of crisis development
    • How to manage messages in times of crisis
 5. Managing Stakeholder Communication during Crisis
    • Tips in handling challenging media questions during crisis
    • Examples on how organisations handle crisis in real life
    • Introduce and discuss how to handle an emotional audience

Trainer

Catherine WONG is a professional leadership learning facilitator, with focus on communicating with internal and external stakeholders. Ms WONG has started to be a professional trainer and served clients from different levels – from middle managers to C-suite executives on topics related to leadership, communication and influencing. Ms WONG stresses the importance of mindset and behavioral change when training her clients. The courses she designs aim for both skill development and knowledge retention after the programme.

Ms WONG has worked with a diverse clientele throughout her career – including MNCs, local companies, government department and NGOs. She is an accredited practitioner of the Myers-Briggs Type Indicator® Step I & II: and Accredited Certified Coach of the International Coach Federation: a certified facilitator for Kegan’s “Immunity to Change” and John Maxwell’s “Laws of Teamwork” and “Developing the Leader with You”.

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