FutureSkills: Issues and Crisis Management in the Social Media World - 生产力学院
FutureSkills: Issues and Crisis Management in the Social Media World
    10016881-03
    香港九龙达之路78号
    2025-09-26
    郭小姐 - 27886271 | 余小姐 - 27885029
    fannie@hkpc.org
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    [只提供英文内容]

    Programme Highlights

    • Social media is one of the most powerful tools for marketing in the digital era. However, any unintentional or negative post /comment on social media could bring the brand or the company’s reputation into a downward spiral.
    • This programme provides you the insights to manage public relations in the social media world. Join to learn the latest skills that are essential to lead you through the social media hype!

    Learning Outcomes

    By taking this course, you will be able to

    • Understand the latest trends and development of the traditional media and social media landscape and the implication on overall public relations approach
    • Learn how to build positive awareness in a social media age for a brand
    • Learn ways to defuse an issue in order to prevent it from developing into a crisis
    • Adopt an effective approach to manage crisis, especially during time of uncertainties

    Course Fee

    HK$1,600/ HK$1,440*
    *Group discount for 2 or more

    Date

    26 September 2025  Friday

    Time

    09:30 – 17:00

    Duration

    Total 6 lecture hours

    Medium

    Cantonese with English terminology

    Certificate of Achievement

    A Certificate of Attendance will be awarded to participants who have attained 100% attendance.

    Course Structure

     1. Managing Public Opinion in Social Media Age
      • Provide an overview of the media and social media landscape development
      • Discuss the new media scene and implications on public relations approach
      • Understand how social media drives public opinion
     2. Building Trust with the Public
      • Introduce trust triangle and its importance in Social Media age
      • Learn about the public expectations from corporate
      • Learn how to use Message Pyramid to structure communication messages for brand
     3. Identifying and Managing Issues in the Social Media Age
      • Introduce 4-step approach to identify issues
      • How to identify issues in the social media age
      • Provide examples on how mishandling of issues developed into major crisis
      • Introduce the concept of Sensemaking, and why this is a powerful approach in responding and managing issue in Social Media Age
      • Use of case study to demonstrate the concept
     4. Managing Crisis
      • What constitutes a crisis, especially in the context of 21st century
      • Overview of the 6 stages of crisis development
      • How to manage messages in times of crisis
     5. Managing Stakeholder Communication during Crisis
      • Tips in handling challenging media questions during crisis
      • Examples on how organisations handle crisis in real life
      • Introduce and discuss how to handle an emotional audience

    Trainer

    Mr. Chui brings a decade of experience in mass communication, having worked as a journalist in radio, television, and online platforms.  His skill in creating engaging content designed for various audiences is evident in his position as a China correspondent for a local television station.

    Alongside his experience as a China correspondent, he holds a degree from the Master of Social Science in Government and Politics (Greater China) program at the Chinese University of Hong Kong, which has provided him with a comprehensive understanding of China’s national circumstances.

    Mr. Chui has received notable acknowledgement both locally and internationally through his award wins.  Mr. Chui is sharing his valuable knowledge in mass and interpersonal communication by teaching a range of courses at several universities.

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