Steering Crisis Communications with 4Ps: Principles, Process, Plan, Practice (Intermediate)

Steering Crisis Communications with 4Ps: Principles, Process, Plan, Practice (Intermediate)


Course Overview


This two-day workshop is designed for Managers and Executives in the Community Care sector to equip them with the knowledge and skills to steer the crisis communication response for their organization.  Using the 4P framework – Principles, Process, Plan and Practice, the learner will understand the principles of crisis communication, learn the process of effective response during a crisis, develop a crisis communication plan and practice developing key messages and communication materials.  The workshop goes beyond managing the media to look at communicating with all important stakeholders in a  Community Care facility (eg. Patients and their families, staff and volunteers).

Learners will be introduced to clear, confident and empathetic language when communicating to all internal and external stakeholders during a crisis, so as to gain trust. They will also learn how to engage the media and respond effectively to the media and social media. The workshop will include interactive learning activities, including case studies, group discussion, skills practice and a crisis communication simulation exercise. Each learner will return to the workplace with a crisis communication toolkit that they can apply to their organization.




  • Understand the principles of effective crisis communications.
  • Develop strategic approaches to crisis communication.


  • Manage the crisis communications process in support of the overall crisis management effort based on the organization’s objectives.
  • Understanding key messaging and the communication needs of your internal and external stakeholders during a crisis.
  • Understand the use of tools such as press releases, social media, press conference, and exclusive interviews to support your communications to the public during a crisis.


  • Understand what you need to prepare for crisis communication in your organization
  • Learn how to develop an effective crisis communication plan for your organization


  • Communicate and respond effectively during a crisis by managing the media, public and your internal and external stakeholders (including patients and families).
  • Learn how to engage the media and social media
  • Apply clear, confident and empathetic language in your communication with the public and stakeholders.
  • Develop effective key messages and communication materials (eg. Facebook post, press release, FAQ)
  • Practice handling crisis communication through a simulation exercise.


Please Note:

A minimum of 75% attendance will be required for you to complete the programme and receive your certificate.

Target Participants

Executives and Managers in the Community Care sector who are involved in corporate communications, internal communications, and patient relations.

Course Details

Date/ Time

15 – 16 April 2021

9:00 AM to 5:00 PM


Kwong Wai Shiu Hospital
705 Serangoon Road
Singapore 328127

Course Trainers

KWSH is delivering the course in partnership with Health Communication Matters.

Ms Ai Ling Sim-Devadas

Director & Consultant, Health Communication Matters

Ai Ling brings more than 20 years of experience in communications with her.  Her expertise is in healthcare communication, patient experience, service excellence, public relations, media relations and corporate communications.  Today, in her role as an independent healthcare communications consultant, she is passionate about helping healthcare and community care organizations define and build their healthcare communications and patient experience strategy and capability.

Previously, Ai Ling had undertaken senior communications responsibilities in Changi General Hospital and Eastern Health Alliance, managing all aspects of communications strategy.  She led the organization’s media relations and was in the forefront of crisis communications management for organizational issues and national emergency exercises.

With an intimate knowledge of the healthcare industry, she understands the issues, challenges and trends and has provided communications counsel to doctors, healthcare professionals and the C-suite.

She believes in being part of the solution to create the patient experience that we desire.  She is a driving force for patient engagement as the Co-Chairperson of SingHealth Patient Advocacy Network, the first-of-its-kind patient advocacy group in Singapore.   She has also been volunteering as a Member of Dover Park Hospice’s Communication and Outreach Committee and as a Board Member of the Ambulance Wish Singapore, a charity for fulfilling last wishes for terminally ill patients.

Ai Ling is a DACE-certified curriculum developer and ACTA-certified trainer.  She is a well-received communications trainer and has developed and delivered numerous workshops for the healthcare and community care sector.  She is also an adjunct trainer with the Institute of Public Relations Singapore and Kwong Wai Shiu Hospital’s Community Training Institute.  She is a member of the Institute of Public Relations Singapore and the Adult Education Network.

Ai Ling holds a Bachelor of Arts from the National University of Singapore and a master’s in international studies from the University of Sydney.

Course Fees: $1560.00 (excluding GST)

Prevailing course fee subsidy at 90% for Singaporeans/ PRs and 45% for foreign staff working in eligible community care organizations.

Please register for the course via AIC Learning Management System (LMS 2.0).

Go to the following URL:

Contact us:

(65) 6422-1300