Crisis Communication Master Class

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

Categories: Communication Strategy, Crisis & Reputation, Executive Level, Leadership & Management

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

The 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.

After concluding the PRSA Crisis Communication Master Class, participants can optionally take an online examination to assess their mastery of content. Participants who participate in the two-day Master Class and successfully complete the post examination will receive a Certificate of Completion.

Additionally, each participant will receive a copy of the book, "The Agony of Decision: Mental Readiness and Leadership in a Crisis".


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


Helio Fred Garcia, president, Logos Consulting Group

Photo of Helio Fred Garcia

For more than 35 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 The Agony of Decision: Mental Readiness and Leadership in a Crisis (2017). He is also author of The Power of Communication: Skills to Build Trust, Inspire Loyalty, and Lead Effectively (FT Press, 2012). That book was one of eight Leadership titles on the United States Marine Corps Commandant's Professional Reading List from 2013 to 2017.

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.


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.


Participants with the APR credential earn 4.0 APR Maintenance Credits for a two-day course. Learn more about Accreditation renewal.