Course: How to Handle Change Communication Crises

Get the (bad) news from someplace uncomfortable, that's where you find out what's really broken.

Course Title
Managing Change Communication Crises: A practical hybrid program for HR Managers and emerging leaders

Target audience (randomised)
- Primary: HR managers & emerging leaders who manage workforce transitions within medium to large Australian organisations (Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra, Geelong or Parramatta)
- Secondary: Internal communications professionals
- Project sponsors
- Any people managers leading from the front when change meets anxiety.

Length, format and mode (randomised)
- Length: 6 week blended program
- Format: 3X2 hour live virtual workshops + 1 full day face to face (or hybrid simulation day) + supported asynchronous modules and micro learning approximately 12 hours learning all up plus pre/post work
- Mode of delivery: Hybrid two synchronous virtual blocks, one in person simulation day (hosted in a capital city) and self paced e learning modules on standard LMS.

Price and practical considerations
- Approximate cost per participant: $495 inc GST (special cohort pricing for complete teams available)
- Minimum cohort size: 8, maximum 'physical' simulation group size: 30
- Platform requirements: Zoom/MS Teams + LMS (SCORM compliant). For live: basic AV, breakout rooms, whiteboards, mobile polling.
- Please note: we need a minimum of one senior sponsor from the client who will agree to attend the simulation day (or an executive proxy).

Why this program, an opinionated summation
Good crisis communication is not a slick press release. That is, it's messy and human and calls for rehearsal. I do also think institutions should be brutally transparent by default, but I also think controlled ambiguity is sometimes necessary. Both are true. That contradiction is worth teaching.

Learning outcomes, what behaviour and metrics will change
Participants will be able to by the end of the programme:
- Develop clear crisis messages tailored for specific stakeholders that reduce ambiguity and rumour propagation.
- Form and manage a well defined crisis communication team supported by role descriptions, SOPs and an escalation response protocol with tangible improvements in first reaction time since baseline reporting period.
- Implement scenario planning/simulation that cuts reaction time using measurement of actual first response time across cohort from reporting period (in total hours).
- Create stakeholder maps and communications playbooks fit for organisational culture through exercises reducing reported employee anxiety level during changes/events by 15% (pre/post survey).
- Monitor digital sentiment, responding to misinformation within 90 minutes at initial escalation.
- Apply post crisis evaluation with SMART actions integrating learnings into policy revisions/training plans.

Key statistic to underpin the application
Research by Prosci reveals that organisations using structured change management are far more likely to meet their targets, in reality, rigorous change management is closely associated with superior rates of success in the context of change programmes. (Prosci Best Practices research, 2020)

Programme structure module by module outline with timings and activities

Pre programme: Baseline diagnostics (week 0)
- Duration: 1 to 2 hours online self assessment + manager input
- Purpose: Quick culture scan and crisis readiness baseline; pre workshop survey for sentiment, previous incident timelines, current comms channels and audience mapping.
- Outputs: Baseline report (confidential) for facilitator, participant individual learning plan, short list of three client specific scenarios to be used in simulations.

Week 1: Foundations Understanding change communication crises (2 hour live virtual)

Learning objectives
- Defining what is a change communication crisis versus operational or reputational
- Exploring common triggers and escalating elements within your Organisation

Session plan:
- 0 to 15 mins: Welcome, participant expectations and a razor sharp opening case study (a notorious local corporate mis step, anonymous) where/why they got it wrong.
- 15 to 35 mins: Very brief slide deck + interactive poll (what are the different types of crises (anticipated vs emergent), what kind of emotional trajectory should you be expecting your staff will go through).
- 35 to 60 mins: Take action exercise (based on stakeholder mapping practical) in breakout rooms, participants will map their stakeholders on a heat map.
- 60 to 90 group work: Channel audit, how far reaching/reliable/fast is power being transferred?
- 90 to 120 Tips/trap list handout! And assignment draft our organisation's concise 3 line change story for five stakeholder groups.

Week 2: Message architecture and clarity (2 hour live virtual)

Learning objectives:
- Develop a consistent message architecture that plays to various audiences and channels.
- Master the "15 word" rapid response statement, and know when to use it.

Program for the session:
- 0 to 20 mins: Analysing real examples (local government and health sector), what works, what doesn't.
- 20 to 50 mins: How to set it up, core narrative and supporting facts; FAQs specific for employees.
- 50 to 80 mins: Delivering by role, practice in small groups adapting the same core message for frontline staff, middle managers, senior execs and external stakeholders.
- 80 to 120 mins: Draft! Participants download a rapid response template then they'll spend an hour drafting a simple 15 word response plus an agreed upon holding statement of around 250 words that suits their scenario. Peer review and facilitator feedback.

Week 3: Building the crisis comms team & governance (asynchronous + micro modules)

Learning objectives: Define roles, decision rights and escalation pathways of crisis communication; know their legal HR and compliance touchpoints.

Elements:
- Micro learning modules (30 to 45 mins total): Role definitions (spokesperson, operational comms, legal liaison, social media monitor); approval workflows; triage decision trees.
- Job aid: RACI matrix template and editable crisis operating manual skeleton.
- Short quiz to verify understanding.

Week 4: Scenario planning and risk identification (2 hour live virtual)

Objectives:
- Practice scenario planning to discern escalation pattern and information leakage points.
- Develop early warning signs and monitoring dashboards.

Session plan:
- 0 to 20 mins Quick theory on scenario planning, four futures matrix + worst plausible scenario exercise.
- 20 to 50 mins Digital monitoring demo, how to create a keyword alert, sentiment tag and escalation trigger with off the shelf tools.
- 50 to 90 mins Breakouts designing two escalating scenarios with triggers and max/min stakeholder responses.
- 90 to 120 Group review of outputs & early warning checklists creation.

Week 5: Simulation Day the full dress rehearsal (in person or hybrid, full day)

Learning objectives:
- Practice whole of organisation response under pressure; execute message architecture, escalation, and social track in real time.
- Measure team performance on time to first message, alignment and stakeholder satisfaction.

Day plan:
- 0900 to 0930: Briefing and role assignment. Live scenario launch.
- 0930 to 1100: Round 1, swift moving novel scenario. Teams prepare upfront 15 word, holding statement and internal comms.
- 1100 to 1230: Media infiltration & social simulation, actors and moderators introduce misinformation + stakeholder escalations (in real time).
- 1230 to 1330: Lunch & quick reflection.
- 1330 to 1500: Round 2, complex scenario with legal/HR complexity.
- 1500 to 1630: Debrief led by facilitator with structured feedback using pre defined metrics. Commence post simulation action plan + commitments to sustainable change.

Week 6: Post crisis review, embedding learnings and policy update (2 hour virtual)

Learning objectives:
- Conduct an effective after action review; encapsulate lessons learnt and make them part of the operational process.
- Update communication protocols and training plans.

Session plan:
- 0 to 30 mins: Framework for post crisis debrief, Timeliness, clarity; reach; Stakeholder sentiment and adherence to policy.
- 30 to 75 mins: Small groups convert simulation lessons into SMART action plans and a 90 day integration roadmap
- 75 to 120 mins: Manager coaching session outline: How managers should support their teams post crisis / Checklists for their follow up debrief on individuals.

Evaluation and Measurement (randomised)
- Pre/post surveys (quantitative + qualitative); anxiety, clarity, perceived leadership & trust
- Roleplay scanning rubric in simulation (time to first message, 15% improvement in employee clarity scores on post change surveys etc.)

Key tools and takeaways covered in this virtual workshop
- Crisis Communication Playbook template (editable), RACI matrix, sample messages, escalation paths, monitoring checklist/template.
- Message bank: 15 word starters (employees, customers), holding statements, manager scripts and FAQ template library.
- Post crisis evaluation toolkit, survey templates, interview guides & action plan templates/templates are provided.
- Access to an LMS module library for refresher micro learning and peer forums.
- A certificate of completion with a suggested follow up coaching session.

Facilitator profile and delivery team
- Lead facilitator: senior communication practitioner with no less than 15 years of experience in Australian organisational change settings, comfortable working across corporate, public sector and regulated environments.
- Supporting facilitators: HR specialist, legal risk specialist, digital monitor/media relations specialists.
- Optional guest speakers: a client's executive sponsor; an external PR person (only as designed to display good practice).
- Besides we will add a (behavioural) scientist for scenario design, actor/moderator facilitating simulation realism etc.

Interactivity and adult learning design
- Learning is practical, not conceptual. We implement problem based learning, live simulation role memory work and peer coaching.
- Mix of delivery: short lectures, polls for interaction during the day, breakout sessions, scenario workshops where everyone works on a case (this makes it practical) and reflection points in the session.
- We deliberately interrupt formal Business language with conversational examples, somewhere to pitch up to, because real communication in crisis is a human thing; it's not polished corporate speak.

Bespoke topics and electives (choose for your cohort)
- Regulatory and compliance overlays for financial services and health sectors.
- Executive media training: camera work and soundbites.
- Cultural safety & diversity in crisis comms: how differently constituted teams think about transparency.
- Crisis comms in remote/hybrid team environments: maintaining cohesiveness when leadership is disaggregated.

Sample objections and facilitator's counterpoints (two at least current arguments with which some people don't agree)
- Opinion one (debatable but intentional): Be as open a book as you can, as soon as you can; the best way to avoid speculation is to provide information. Many will argue operational secrecy has to be maintained, and yes, it does sometimes, but my bias is delayed clarity typically costs more trust than it saves legal exposure.
- Opinion 2 (perhaps unpopular): Simulations should be uncomfortable and somewhat confronting. Some say they're disruptive; I'm like, 'If your own people are too comfortable in training for a drill, you are training to be complacent.'

Risk management and legal considerations
- Recognise legal and privacy constraints in scenario design: do not include actual employee disciplinary scenarios unless given approval by legal
- In sensitive sectors (health, finance) authors work with compliance to reduce risk of creating liability from simulation inputs
- Post course survey data handling must be compliant with Australian privacy law, Facilitator summaries must be de identified; raw form sent to client.

Embedding and sustainability, how to keep learning alive
- Quarterly micro sims (30 to 60 minutes) recommended as maintenance of muscle memory.
- Monthly manager huddles with a brief 10 min scenario followed with debrief.
- Embed crisis playbooks in onboarding for new managers.
- Annual review of playbook aligned to the businesses risk reviews.

Post programme support options (optional)
- Senior Sponsor 1:2:1 coaching for senior sponsors, 3×60 minute sessions.
- Tailored simulation refreshers for new leadership within six months.
- Subscription model for ongoing monitoring setup and advisory.

Scoring rubric (exemplar)
- Readiness score (1 to 5): policies, people, practice.
- Response accuracy: consistency of messaging across internal and external channels.
- Speed: compared with client baseline, time to first internal statement, time to first external statement.
- Sentiment improvement: pre/post change in sentiment levels among internal staff; where appropriate, also track post change in outbreak locations selected for comparison as part of an apples to apples approach.
- Action closure rate: number/percentage of improvements identified that are completely implemented within 90 days.

Sample client deliverables
- Executive Summary of your baseline readiness (confidential).
- Final workshop report with recorded simulated observations, scoring output, and 90 day action plan.
- Easy to edit crisis playbook specifically for the leadership team.

Why hybrid is important (a brief, opinionated note)
Hybrid delivery reflects life, as crises don't wait for perfect schedules. Some leaders work remotely, some at headquarters, and the comms team is frequently dispersed. Training must reflect that. And, in person simulation is travel well spent; it creates intensity and cross functional trust that just can't be matched by Zoom.

Customisation
- Facilitating scenario inputs to industry (eg supply chain collapse, product recall, restructure redundancy, merger communications)
- Tag on elective modules relating to union engagement or community relations.
- Language support versions for multicultural teams.

Pitfalls to avoid (realistic checklist)
- Over producing PR statements without having informed staff.
- Forgetting those all important tailored scripts for middle managers.
- Imagining one channel will communicate with every stakeholder.
- Not measuring and following up: training with no assessment is fancy dress.

Final Deliverable Clients Receive
- Crisis Communication playbook editable play with SOPs.
- Simulation scorecard and video highlights (where applicable)
- Post programme 90 day improvement roadmap and suggested policy changes.
- LMS access for 12 months for refresher modules.

P.S. candid, professional
If you'd prefer an easy checklist and nothing else, we can make that happen. But if you want people to actually hold steady when the pressure comes, you need the messy practice, the uncomfortable rehearsals and a protocol that's been stress tested. That is what this outline provides: concrete steps, measurable results and a way to actually reduce the noise that turns change into crisis.

Facing workplace challenges during times of crisis requires preparation. This programme gives you the tools. Managing workplace change effectively means being ready before the storm hits.