Nobody likes crises. Neither in Facebook nor in the New York Times. However: The Social Web has its own rules. Realistic training in a safe environment keeps your business one step ahead.

1. Klenk & Hoursch 1
Social Media Crisis Training
… interactive, realistic, safe
Executives in. D. Edelman, McKinsey

2. Klenk & Hoursch 2
Uwe Wache, Managing
Board
Nobody likes crises.
Neither in Facebook nor in
the New York Times.
However: The Social Web
has its own rules.
Realistic training in a safe
environment keeps your
business one step ahead.

3. Klenk & Hoursch 3
– Analyze and assess critical
situations (crisis) in the social web,
identify and take appropriate
courses of action
– Train channel-specific
communication in realtime (e.g.
Social Networks, Video, Blogs)
– Optimize processes, procedures
and decision-making within crisis
situations (under pressure)
– Reduce the fear of contact and
foster a better understanding for
the characteristics of the social
web
Training Objectives
What you will learn…

4. Klenk & Hoursch 4
Our Trainings
Prepare your team for the “real thing”
1: Crisis90: Crisis exercise for small teams, new team
members or specific issues or channels, on-site or remote
training
– 90 Minutes training; along pre-defined escalation steps; no real-
time training; decelerated
2: (Social Media) Crisis Training*: Stress test for crisis
management teams, with on-site support by an experienced
trainer, supported by a back-office team
– Social Media Crisis Training: Two- to four-hour training with the
Social Media Team based on the secure online platform “Social
Simulator”
– General Crisis Training: Four- to six-hour training session
involving all responsible functions within the organization, Social
Media is one part (Social Simulator)
*Both Crisis Trainings can be realized in two training modes:
– Basic: Discuss escalation levels during the exercise, feedback from the
trainer during the training (breaks) / decelerated
– Advanced: no breaks, escalation levels within the training, feedback after
training); stress test in real-time

5. Klenk & Hoursch 5
– Crisis90 allows teams to train in a
very compact training format and
without the intensity and pressure
of a full scale simulation
– Participating teams are taken
through a crisis scenario step-by-
step; the content and format is pre-
defined in advance of the session
– At each stage, participants can
review and compare their
responses on-screen with other
teams; receiving instant reaction
and feedback
Crisis90
Crisis exercise

6. Klenk & Hoursch 6
(Social Media) Crisis Training
Stress test
Stress test for the social media team or the whole
crisis management team with escalation levels
– Social Media Crisis Training: Involving the
Social Media team
– General Crisis Training: Involving external
communications (simulation of classic media f.e.
journalists calls and mails, simulation of Social
Media on Social Simulator), internal
communications, investor relations
All Social Media Communication is based on a
secure online platform
– Dashboard including a newsfeed (simulate
relevant News Channels in real-time during the
training) gives an overview of all Platforms
– Facebook, Twitter, LinkedIn: Realistic (look-
alike) pages, pre-filled with content and used for
interaction during the training
– Website: Can be used for corporate news
during the training

7. Klenk & Hoursch 7
(Social Media) Crisis Training
This is how it works (typically)
Feedback session
with all participants
Crisis trainings
with escalation levelsPreperation
Select and prepare
crisis scenario
Brief participants
Setup plattform
Follow-up
Written feedback on
learnings /
recommendations
regarding potentials to
further optimize the
crisis perparedness
level
2 to 6 hours

8. Klenk & Hoursch 8
– Select and develop a customized
and realistic crisis scenario
– Define learning objectives and
training focus for the crisis team
– Brief training participants:
agenda, short introduction to the
training and on the technical setup
– Prepare content for the training
platform and perform technical
setup
Preperation
4 to 6 weeks before the training

9. Klenk & Hoursch 9
Execution
Half-day (Social Media) Crisis Training
– Introduction to the training platform
30 minutes
– Crisis simulation with separate alert
levels up to 240 minutes
– On-side Feedback by the trainer
30 minutes
– Conference Call with all participants
regarding the essential learnings and
To-Do‘s
30 minutes
*exemplary

10. Klenk & Hoursch 10
Follow-up
Further Optimizing the Crisis Readiness
Following the training, you will receive a written
assessment:
– (Photo)Documentation of the created
content (social media channels), including
the respective reaction / interactions
– Feedback on the procedure and the
performance of the involved team(s)
– Optimization potential in terms of
processes, tools and responsibilities
– Recommendation on the most important To-
Do’s (e.g. documents, decision-making, role
allocation)

11. Klenk & Hoursch 11
PROI Worldwide
Klenk & Hoursch is an exclusive partner of
PROI Worldwide, the largest global network of
leading, independently owned PR and
marketing agencies, http://www.proi.com/Public/
With more than 100 offices in 50 countries on
six continents, PROI agencies are the leading
independents in their markets with more than
4,400 customers and an annual net fee income
exceeding US$525 million.
Together, PROI Partners cover all major
economic regions and combine their local
knowledge to deliver global results by
understanding the demands facing clients and
the importance of return on investment.
Our global network

12. Klenk & Hoursch 12
Visit our Website or follow us on LinkedIn

13. Klenk & Hoursch 13
Klenk & Hoursch AG
Corporate & Brand Communications
Office Frankfurt
Walther-von-Cronberg-Platz 2
D-60594 Frankfurt am Main
Phone +49 69 719168-0
Fax +49 69 719168-28
www.klenkhoursch.de/home_en.html
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Phone +49 89 4702771-0
Fax +49 89 4702771-28
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Phone +49 40 5896678-71
Fax +49 40 5896678-77