Crisis Communication Virtual Master Class

This workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Crisis & Reputation

The PRSA Crisis Communication Virtual Master Class is a professional development offering that is designed as an in-depth, four half-day immersion in advanced best practices in crisis communication. The remote instruction and exercises are structured to help participants master crisis communication best practices through real-world work.

The virtual master class dives into advanced crisis communication tactics and strategies by having participants apply the principles learned through in-class activities within the related subjects of Foundational Principles of Crisis Response, Obtaining Forgiveness, Storytelling in a Crisis, Getting Executive Buy-In, Social Media and the Diffusion of Power, and Operational Readiness.

The PRSA Crisis Communication Virtual Master Class participants will develop a final project in the form of developing a crisis plan based on the techniques in the session, and will receive feedback. Participants who participate in all four half-day sessions and successfully complete the final project will receive a Certificate of Completion.

Additionally, each participant will receive a digital copy of the book, "The Agony of Decision: Mental Readiness and Leadership in a Crisis,” which was named one of the best crisis management books of all time (2 out of 51) by the non-fiction book review site BookAuthority.


1. Foundational Principles of Crisis Response
2. Obtaining Forgiveness
3. Storytelling in a Crisis
4. Getting Executive Buy-In
5. Social Media and the Diffusion of Power
6. Operational Readiness
7. Avoiding Crisis Missteps
8. Course Wrap-Up, A Path Forward, and Next Steps

The four live classes will be held from 1:00 p.m. - 5:00 p.m. EDT on August 10, 11, 17 and 18.

This master class is designed to be attended live on each of the four dates and will not be available on-demand.


Helio Fred Garcia, president, Logos Consulting Group

Photo of Helio Fred Garcia

For more nearly 40 years Helio Fred Garcia has helped leaders build trust, inspire loyalty, and lead effectively. He is a coach, counselor, teacher, writer, and speaker whose clients include some of the largest and best-known companies and organizations in the world.

He is the author most recently of five books on crisis, reputation, leadership, and communication.

Fred is President of the crisis management firm Logos Consulting Group and Executive Director of the Logos Institute for Crisis Management & Executive Leadership. He is based in New York and has worked with clients in dozens of countries on six continents. He teaches crisis management in New York University’s Stern School of Business, where he was named Executive MBA Great Professor, and crisis communication at New York University’s School of Professional  Studies, MS in Public Relations  and  Corporate Communication. He also teaches ethics, crisis, and leadership in Columbia University’s Fu Foundation School of Engineering and Applied Science. 


Holly Helstrom, associate, Logos Institute

Photo of Holly Helstrom

Holly Helstrom is an associate at Logos Consulting Group and fellow at the Logos Institute for Crisis Management and Executive Leadership. She advises clients across many industries on effective crisis response.

In addition, Holly researches, designs, and presents in-depth case studies that bring to life the principles and best practices that comprise Logos Institute’s curriculum. Through meticulous research and thoughtful curation, Holly elevates and enriches the firm’s case study and learning library, which creates a more vibrant experience for Logos clientele. Her research areas of interest include reputation and crisis management on social media, gender and leadership, and the intersection of ethics, society, and technology. Holly also has expertise in conceptualizing, creating, and implementing crisis simulation scenarios tailored to challenge and strengthen clients’ crisis evaluation and response skills. Holly teaches social media, first amendment and digital content, and related topics in Columbia University’s Fu Foundation School of Engineering and Applied Science.


Participants with the APR credential 0.5 CEUs for each session for a total of 2.0 CEUs for this four-day virtual workshop. Learn more about Accreditation renewal.