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Date(s) - 17/10/2023
12:30 pm - 4:00 pm



Effective issues management and crisis communication depend on effective systems, processes, tools and technologies. But without a central focus on the human imperative, a systems-only approach to reputation management will always fall short. This provocative course will challenge participants to ensure they have hard wired human needs, wants and values into how they protect and enhance the reputation of their organisation or their clients.

Event Type: Classroom

Address: Virtual Classroom, Virtual Classroom

Trainer: Rod Cartwright FPRCA

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Event Overview

How will attendees benefit

All too often, organisations kid themselves that an agreed message house, a robust Q&A, clear issues management protocols and a crisis manual means they are ready to management reputational risk. Sadly, they sometimes forget one crucial element – the human imperative. Attendees will learn tips, tools and techniques to help them ensure that basic human needs, wants, values and beliefs sit at the core of how they manage and mitigate reputational risk.

Drawing on a 25-year career in issues and crisis management, the session will combine extensive real-world examples with elements of behavioural psychology, leadership communication and storytelling, to balance provocation and stimulation with constant practicality.

Who should attend

The course has been designed for any PR and communication practitioner (in-house or agency) responsible for corporate or brand reputation, issues management, crisis communication or risk management.

What attendees will learn

The course will cover:

  • The concept of the human imperative and its practical application
  • The central role of human needs, wants, values and beliefs in effective communication
  • The critical importance of aligning how an organisation thinks, looks, acts and speaks to reputation management
  • How to ‘operationalise empathy’ – matching an empathetic, human face with a clear plan of practical action
  • The central role of human storytelling and leadership communication in effective issues management
  • Good, bad and ugly examples of the human imperative in action
  • Seven techniques for hard wiring the human imperative into issues and crisis planning


    • A short pre-course questionnaire, to ensure attendee input and interaction
    • Follow-up slides and videos and the offer of a follow-up phone call to answer any questions from the course.


Bookings are closed for this event.