Executive Chairman Ita Gibney was the guest speaker at the Public Relations Institute of Ireland’s Strategic Public Sector Communications Course, directed by Dr Karl Anderson.

Speaking on the subject of Crisis Management, Ita said; “Establishing a Crisis Management Plan is essential and is an integral part of any Reputation Fitness Regime. Being prepared, having the resources in place and making everyone aware of their roles and responsibilities allows for an effective response.”

“A poor response can ruin a corporate reputation,” she said, “the speed to market of information can lead to permanent reputational damage if not handled well. A poor response exposes weak leadership or other vulnerabilities, but a well-managed response can define an organisation’s character and enhance its reputation.”

“Genuine two-way relationships are often forged in a crisis. You need leadership from the top. Keep in mind the need to control of message but also to have honesty, clarity and impact. Remaining aware of political dimensions, timing and context are also key factors.”

Designed for communicators working in government departments; public agencies; or semi-state organisations the PRII Certificate in Strategic Public Sector Communications has a purposeful focus concentrating on the skills to create, develop and implement the organisation’s communications strategy and how to plan and execute effective PR campaigns to deliver on the organisations objectives.