Averting a Crisis: Managing the reputation of your organisation

In the age of social media and digital news, negative stories happen, and gather momentum, with great speed. This media masterclass will help you to manage the reputation of your school or college, both to reduce the risk of a crisis, and deal effectively, calmly and confidently with your communications if disaster strikes. It will also enable you to tell the positive story about your school or college.
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Geoff Barton

ASCL General Secretary

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Richard Bettsworth

Director of Public Affairs

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Led by ASCL General Secretary Geoff Barton and Richard Bettsworth, ASCL Director of Public Affairs, delegates will learn how to:

  • tell the story of your institution’s work and values so that it enjoys a positive public profile
  • use conventional and social media effectively
  • take the right steps to reduce the likelihood of reputational risk
  • respond effectively in the event of a crisis occurring, including handling the media
This course will provide practical insights into working with the media, opportunities to practise essential skills, and provide ready-to-use resources in the event of an incident occurring.

Please note that ASCL Professional Development reserves the right to change course programmes should circumstances dictate.

9.30am       Registration and refreshments
10.00am     Welcome and introduction
10.15am     Telling the Story of your School:
Creating a compelling narrative to parents, governors, the community
  • Using social media
  • Developing a communication team and communication strategy
11.30am     Refreshment break
11.45am     Averting disaster:
  • How to minimise reputational risks, how to respond if a crisis happens, what to do and say ... and what not to say
12.30pm     How to write and speak to different audiences
1.15pm     Lunch
2.15pm     Media practice:
  • using case studies from ASCL members, explore how you would react in similar circumstances
3.30pm     Plenary and evaluation
3.45pm     Close


Suitable for all senior leaders in primary, secondary and post-16 settings.

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