Crisis Communication and Media Relations

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Crisis Communication and Media Relations-20181020





Course Date: 


Course Code: 

Communication & Soft Skill

HKD $2980

HSMC Campus


29 November 2018 (Thursday)

10:00 am to 5:30 pm


Course Overview:

Crisis management can protect organizations against unexpected threats, which is a critical organizational function. Improperly handled crisis can endanger stakeholder relations, long-term corporate reputation, and even lead to the very end of a corporation’s existence.  

This course aims to equip participants with better knowledge and skills in managing crisis and communicating during a crisis. It would integrate lecture, case studies and group discussion, participants are able to establish a clear understanding of risk management, enabling them to construct and implement crisis management plans.  

Upon successful completion of the course, participants will obtain a “Certificate of attendance”. 

Learning Outcomes:

Upon completion of this training, participants should be able to: 

  • Identify and monitor potential crisis through risks/issues management; 
  • Establish and lead a professional crisis management team; 
  • Utilise specialised response strategies and communication skills during different types of crisis; 
  • Respond to media and handle media relations effectively and strategically; and 
  • Rebuild organisation’s reputation through post-crisis management.

Target Participants:

  • Business professionals
  • PR professionals
  • Corporate communications executives who need to sharpen their skills on crisis management and media relations
  • SME owners, management staff who need to help with corporate crisis and media relations

Date & Time:

29 November 2018 (Thursday)

10:00 am – 5:30 pm

Medium of Instruction:


Course Outline:

  • Pre-crisis Planning – “We all have issues”: How to nip it in the bud?  
  • “Turning point”: For better or worse? 
  • Case studies and discussion 
  • “Friend or foe”: Media handling skills during a crisis 
  • Post-crisis actions and reputation restoration – “This is not the end”

Trainer Biography:


Dr. Sarah Zhao

Dr. Zhao is the Assistant Professor of School of Communication, The Hang Seng University of Hong Kong, teaching undergraduate and master degree courses.  

Prior to her doctoral study, she worked as a PR professional for several years. At Burson-Marsteller, one of the top international agencies, she helped clients (Hewlett-Packard, Lexus, Blu-ray Disc Association, etc.) boost their brand image as well as mitigate crisis by designing and facilitating strategic communication in a variety of public contexts. As a conference manager at Caixin Media, China’s leading financial media group, she developed and implemented communication plans for its partners, mostly reputable financial institutions, such as Nomura Securities, Franklin Templeton Investment Funds, China Minsheng Banking Corp., etc. 

Before joining HSMC, Dr. Zhao has taught at Division of Humanities and Social Sciences in BNU-HKBU United International College. She holds a Master’s degree in Global Communication from The Chinese University of Hong Kong and a double Bachelor’s degree in English Language and Literature and Broadcasting and Hosting from Communication University of China. She obtained her Ph.D. in communication from The Chinese University of Hong Kong. Her research and teaching interests include public relations, crisis communication, corporate social responsibility and sustainability. 


Ms. Helen Ching

Ms Helen Ching is the Honorary Guest Lecturer of HSUHK-EDC and former Principal Mass Communication Officer of the Independent Commission Against Corruption (ICAC).  A specialist in mass communication, she is now a marketing and public relations consultant. 

Ms Ching graduated from the Department of Communication, Hong Kong Baptist College in 1978 and completed the programme for Bachelor of Social Sciences in Communication (Distinction), Hong Kong Baptist University in 2017. She also attended the Ethics Training Programme for Executives at Bentley College, Boston, USA and also holds a Post-graduate Diploma in Management Studies from Chinese University of Hong Kong.


HSMC Campus

Course Fee:

HK $2980 (Lunch and refreshments are included)

Early Bird Registration
Two weeks before commencement of the course
• HSMC/HSSC alumni*, Friends of EDC-Corporate^
or Friends of EDC-Individual can enjoy 15% discount
HKD $2533
• Other applicants can enjoy 10% discountHKD $2682
After Early Bird Registration
• HSMC/HSSC alumni*, Friends of EDC-Corporate^
or Friends of EDC-Individual can enjoy 10% discount
HKD $2682
• 2 applicants from the same company or
applicants who apply 2 courses at the
same time can enjoy 5% discount
HKD $2831

*Hang Seng Management College / Hang Seng School of Commerce.

^Please refer to EDC website for a list of organisations under “Friends of EDC-Corporate”

Remarks: Each participant cannot enjoy more than one discount offer.

Payment Method:

We accept payment by cheque or by bank transfer. For details, please refer to the payment information.  

Contact Us:

3963 5098 / 3963 5081



N402, N Block N, The Hang Seng University of Hong Kong, Hang Shin Link, Siu Lek Yuen, Shatin, N.t., Hong Kong