PR and Disaster. What Can You Do.

Build the PR kit before you need it. Rehearse the disaster before it happens.

Nobody plans to go viral for the wrong reason. Most just plan to hope.

What this is

Every SME thinks a crisis only happens to bigger brands. Then a staff video hits TikTok at 11pm and the owner is drafting an apology on WhatsApp with shaking hands. This masterclass builds your own PR kit and crisis plan, then tests it in a live simulation on your own brand.

What you will be able to do

Modules

  1. Goodwill is a bank account. Most SMEs open it during the robbery.. Why PR built in calm weather is the only PR that works in a storm. We map who already knows and trusts you, from regulars to local media, and you walk out knowing exactly how thin your goodwill really is.
  2. Your next crisis is already inside your business. Find it first.. A risk audit of the moments most likely to go wrong for your brand: the staff video, the bad batch, the late delivery, the screenshot of a rude reply. You leave with a ranked list of your five most likely disasters.
  3. The first hour decides the next three months.. What to do, and what never to do, in the sixty minutes after a complaint starts spreading. We walk through the first-hour sequence: stop the bleeding, get the facts, choose one spokesperson, post a holding statement and stay off the defensive.
  4. Sorry is a sentence. An apology is a plan.. Teardowns of apologies that rebuilt trust and apologies that poured petrol on the fire, including the familiar 'sorry if anyone was offended' post that follows so many viral TikTok complaints. You learn the anatomy of an apology that takes responsibility without handing critics a fresh screenshot.
  5. Journalists are not your enemy. Silence is.. How media and influencers actually work when a story breaks: what a reporter needs, what 'no comment' really says, and when to reply in public versus in DMs. You close Session 1 knowing how to take a media call without freezing or rambling.
  6. The PR kit you build on a calm Tuesday, not a burning Friday.. We assemble your actual kit live: a one-page brand fact sheet, founder bio, approved photos, key messages and a contact list of local journalists, community pages and friendly creators. Everything a reporter or partner needs, ready before anyone asks.
  7. Holding statements are written in peace, not in panic.. We pre-write holding statements and apology frameworks for your five most likely disasters, in your brand voice, in English and Bahasa Malaysia where needed. When something breaks, you fill in the facts instead of staring at a blank screen at midnight.
  8. Who speaks, who stays quiet, who presses post.. Roles and rules for your team during a crisis: one spokesperson, one approver, and staff who know exactly what not to say on their personal accounts. You leave with a simple chain of command your admin and staff can follow without calling you five times.
  9. The live simulation: your brand, your disaster, our clock.. Deen runs a realistic crisis on your own brand in real time: the viral complaint, the pile-on in the comments, the journalist's message, the boycott call. You respond live, under pressure, then we debrief every decision so the real one never catches you cold.
  10. Trust comes back slowly. Here is the schedule.. Rebuilding after the storm: what to fix publicly, what to fix quietly, when to return to normal posting and how to tell if customers are coming back. You leave with a complete crisis plan and a 90-day goodwill plan ready to run.

Who it is for

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