Trainings

In today's hyperconnected world, businesses are constantly at risk of reputational damage due to the speed and reach of social media. A single negative post, viral video, or online backlash can escalate into a crisis that impacts brand credibility, consumer trust, and even business continuity.

This training is designed to equip participants with the tools and strategies needed to anticipate, manage, and recover from communication crises in the age of viral media. Participants will gain practical knowledge in navigating cancel culture, responding effectively to digital outrage, and protecting their brands with empathy, transparency, and confidence.

Learning Objectives

1. Identify potential risks and vulnerabilities in digital communication that could trigger reputational crises.
2. Develop strategies to manage negative online content, viral backlash, and cancel culture.
3. Craft proactive, empathetic, and credible messaging that sustains stakeholder trust during crises.
4. Simulate real-world crisis scenarios to practice and refine decision-making and communication skills.
5. Design a practical crisis communication playbook tailored to their company or organization.

Target Audience

• Executives and corporate leaders
• Managers and team leads
• Sales and business development professionals
• Marketing, PR, and communications staff
• Entrepreneurs and startup founders

Training Methodology

The workshop will use a blended interactive approach, combining:

• Case study analysis of Philippine and global corporate crises
• Short lectures with key frameworks and best practices
• Group workshops for collaborative problem-solving
• Simulation exercises of crisis response under pressure
• Peer and facilitator feedback for practical skill refinement

Session Flow

1. Understanding the New Crisis Landscape

• How social media accelerates and amplifies corporate missteps
• Types of crises: reputational, operational, ethical, and social issues
• Case studies: Local (Philippines) and global (Asia, EU, US) examples

2. The Anatomy of Digital Outrage

• How cancel culture and online outrage form and spread
• The psychology of virality: why hashtags, influencers, and memes drive escalation
• Identifying early warning signals through social listening

3. Developing a Crisis Response Playbook

• Principles of effective crisis messaging: speed, empathy, and accountability
• Messaging templates: apology, defense, clarification, silence
• Role of the company spokesperson and digital "first-responders"
• Building internal coordination between leadership, PR, and frontline staff

4. Simulation Exercise

• Participants form teams and receive a mock social media crisis scenario (e.g., product safety issue, offensive employee post, viral customer complaint)
• Teams draft and deliver a crisis response under time pressure
• Facilitator and peers provide feedback on tone, strategy, and impact

5. Rebuilding Reputation Post-Crisis

• The recovery phase: transparency, empathy, and storytelling as long-term tools
• Turning a crisis into an opportunity for brand strengthening
• Sustaining stakeholder trust through follow-up communication and CSR initiatives

Expected Output

• Draft a crisis communication playbook for their company or organization.
• Gain hands-on experience responding to simulated social media crises.
• Acquire a checklist of best practices for protecting brand reputation online.