Prerequisites

• A university degree or relevant professional experience.
• Basic experience in managing digital platforms or corporate communications.

Course Description

In the digital world, crises can begin and spread in a flash: a word, a post, or a video clip can overturn an institution’s image within hours. In an environment where reputation moves at the speed of light, crises are not managed by waiting, but through early monitoring, smart response, and transparent communication. This course takes participants to the heart of the digital scene at moments of pressure and equips them with a practical framework for managing crises across digital platforms.

Course Objective

By the end of this course, participants will:
• Use digital tools to monitor reputation and track indicators across digital platforms.
• Develop early warning skills and trend analysis to detect potential crises.
• Implement proactive and interactive strategies to manage digital crises and engage public opinion.
• Apply proactive planning methodologies and scenario building to mitigate risks to institutional reputation.

Course Outline

• Reputation monitoring and management:
- The concept of digital reputation and its importance in the digital age.
- The impact of digital platforms on institutional image and public trust.
- Methods for reputation monitoring and tracking digital indicators.
- A strategy for building a positive digital presence, monitoring issues and trending topics, and engaging with them thoughtfully to enhance trust and institutional image.

• Digital crisis management and response models:
- Analysis of types of digital crises and scenarios of their evolution.
- Assess the level of crisis severity using a tiered classification model.
- Form crisis management teams and define roles and approval pathways.
- Communication strategies during and after the crisis, and rebuilding trust.

• Reputation monitoring and digital crisis management tools:
- Response models: when is silence an option, and when is engagement required?
- Digital monitoring and analytics tools.
- Use data analysis to measure crisis impact and engagement trends.
- Compare tools and platforms and select the most suitable for the institutional context.

• Post-crisis phase and recovery:
- Evaluate communication performance during the crisis.
- Documenting lessons learned.
- Restore trust and rebuild brand perception.
- Develop policies to prevent recurrence of the crisis.

• Digital crisis simulations and practical exercises:
- Simulation of a real digital crisis.
- Establish a virtual operations room.
- Draft real-time response messages.
- Analyze actual engagement outcomes.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.
• A practical guide to digital crisis management.