The Training Centre
By Aspire
November 11 2022


Phillippa Butterworth

Date(s) - 11/11/2022
9:00 am - 5:00 pm


Communication in a Crisis – Delivered by Susan Blackburn

Susan Blackburn uses the skills she learned as a Senior BBC News Producer and Programme Editor on the Six and Ten O’clock News to help organisations to communicate effectively with the media in times of crisis.  Susan teaches delegates to avoid the pitfalls, maintain control of the media during a crisis, and minimise reputational damage.

The Media Training and Media Workshop are designed to give delegates an understanding of how the modern media works and the skills to respond effectively should their school become the centre of a media storm.  The skills are learned using relevant scenarios that provide a realistic challenge throughout the training.  This includes a camera operator with broadcast quality equipment, camera and tripod, studio lighting, playback facility and a mock studio to make the training as realistic as possible.

Training aims and objectives:

Understanding: what the delegates will understand at the end of the course

  • The digital media landscape
  • How the media responds when a news story breaks
  • How to manage the media in a crisis
  • How to protect your reputation in a crisis

Knowledge: what the delegates will learn by the end of the course

  • What the media want
  • How to negotiate with journalists to maintain control of the interview situation
  • What to expect from an interview with a print or broadcast journalist
  • How to prepare for an interview
  • How to stay in control during the interview
  • How to plan a social media strategy during a crisis and how to engage safely with social media

Media Training: Designed for Headteachers, Principals and Senior Leaders

Maximum of 6 delegates

Course Content:
– The rapidly changing media
– How to prepare for the pre-recorded interview
– How to prepare for the live “down-the-line” interview
– How to prepare for the live studio interview
– The Press Conference – how to prepare and how to perform
– Social media strategy preparation

This training will be delivered face-to-face at a venue in Dacorum.

Date: Friday 11th November
Time: 9.00am-5.00pm
Cost: £350 per delegate