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, executive director, Logos Institute

Photo of Helio Fred Garcia

For more than 30 years, Garcia has helped leaders and public relations professionals build trust, inspire loyalty and lead effectively. He has worked with clients in dozens of countries on six continents. He has been on the NYU faculty since 1988, and teaches crisis management in NYU’s executive MBA program, and crisis communication in NYU’s MS in PR/CorpComm program. He is also on the leadership faculty of the Master’s in Advanced Studies in Crisis Management & Security Policy at the Swiss Federal Institute of Technology (ETH) in Zurich. Garcia is currently the executive director at the Logos Institute for Crisis Management & Executive Leadership.


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.

Adam Tiouririne, senior fellow, Logos Institute

Photo of Adam Tiouririne

Tiouririne has led the development of crisis management structures, the execution of crisis preparation war games and the education of senior leaders for organizations around the world. As a Bloomberg contributor, he analyzes the 2016 presidential election for Bloomberg Politics, and his research on the language of leadership also has been featured in Foreign Policy and Politico. He is a regular guest lecturer in the MBA and Masters in PR programs at his alma mater, New York University.



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