課程目標
1. 強化危機意識與預警能力
幫助企業CEO識別潛在危機，了解危機來源及可能影響，並建立危機預警機制。

2. 提升快速應對與決策能力
提供系統化的危機應對策略，訓練CEO在高壓情境下做出果斷而有效的決策。

3. 優化危機溝通與形象管理
增強CEO在危機情境下的溝通能力，掌握對內穩定團隊、對外維護聲譽的技巧。

4. 建構危機後的復原與永續經營策略
協助CEO制定長期聲譽重建計畫，將危機轉化為未來發展的契機。
課程內涵

1. 危機管理的基礎理論與實務應用
- 危機的定義與類型：財務、法律、網路公關、品牌信任等
- 危機管理的三大階段：預防、應對、恢復
- 危機預警系統的建立：透過數據監控、內部審核及外部環境評估

2. 危機應對的策略與流程
- 危機處理的黃金時間原則（72小時）
- 危機應對三要素：訊息透明、快速決策、資源調配
- 危機應對策略：如何有效掌控局勢並避免次生危機

3. 危機溝通與媒體應對技巧
- 危機情境下的**內外部溝通策略**：透明化與一致性的重要性
- 與媒體互動的技巧：準備新聞稿、新聞記者會及回應記者提問
- 利用社群媒體化解危機：建立**正向輿論聲量**

4. 危機後復原與聲譽重建
- 危機影響的短中長期分析與處理方法
- 聲譽重建的五大步驟：從**問題修復到形象再造
- 建立企業韌性文化：內化危機管理流程，轉化為長期競爭優勢

5. 實務案例分析與演練
- 成功案例：三星Note 7、台積電網路攻擊、聯合航空公關危機等
- 失敗案例：波音737 MAX危機、Facebook數據洩露等
- 小組模擬與個案討論：CEO快速反應與決策訓練

課程設計特色
- 實務導向：結合企業實例與模擬演練，將理論應用於實際場景。
- 互動參與：採用小組討論與即時回饋，促進CEO之間的經驗分享。
- 專業工具應用：引入如PEST分析、輿情監控工具、聲譽修復矩陣等實用工具，提升學員操作能力。

Course objectives
1. Strengthen crisis awareness and early warning capabilities
Help corporate CEOs identify potential crises, understand the sources and possible impacts of crises, and establish a crisis early warning mechanism.

2. Improve rapid response and decision-making capabilities
Provide systematic crisis response strategies and train CEOs to make decisive and effective decisions in high-pressure situations.

3. Optimize crisis communication and image management
Enhance the CEO's communication skills in crisis situations, and master the skills to stabilize the team internally and maintain reputation externally.

4. Construct post-crisis recovery and sustainable business strategies
Assist CEOs to develop long-term reputation rebuilding plans and turn crises into opportunities for future development.
Course content

1. Basic theory and practical application of crisis management
- Definition and types of crises: financial, legal, online public relations, brand trust, etc.
- Three stages of crisis management: prevention, response and recovery
- Establishment of crisis early warning system: through data monitoring, internal audit and external environment assessment

2. Crisis response strategies and procedures
- Prime time principle for crisis management (72 hours)
- Three elements of crisis response: information transparency, rapid decision-making, and resource allocation
- Crisis response strategies: how to effectively control the situation and avoid secondary crises

3. Crisis communication and media response skills
- **Internal and external communication strategies** in crisis situations: the importance of transparency and consistency
- Skills for interacting with the media: preparing press releases, press conferences and responding to reporters’ questions
- Use social media to resolve crises: build **positive public opinion**

4. Post-crisis recovery and reputation rebuilding
- Short, medium and long-term analysis and treatment methods of crisis impact
- Five steps to rebuild your reputation: from fixing issues to rebuilding your image
- Establish a corporate culture of resilience: Internalize crisis management processes and transform them into long-term competitive advantages

5. Practical case analysis and drills
- Successful cases: Samsung Note 7, TSMC network attack, United Airlines public relations crisis, etc.
- Failure cases: Boeing 737 MAX crisis, Facebook data leakage, etc.
- Group simulation and case discussion: CEO rapid response and decision-making training

Course design features
-Practice-oriented: Combining corporate examples and simulation exercises to apply theory to actual scenarios.
- Interactive participation: Use group discussions and instant feedback to promote experience sharing among CEOs.
- Application of professional tools: Introduce practical tools such as PEST analysis, public opinion monitoring tools, reputation repair matrix and other tools to improve students' operational capabilities.

Harvard Business Essentials: Crisis Management: Master the Skills to Prevent Disasters
by Harvard Business Review

In today's volatile work environment, avoiding disaster is more important than ever. Crisis Management helps managers identify, manage, and prevent potential crises. Full of tips and tools on how to prepare an emergency list and how to utilize precrisis resources, this book shows managers how to shepherd their teams from crisis to success. The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience and are especially valuable for the new manager. To assure quality and accuracy, a specialized content adviser from a world-class business school closely reviews each volume. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put reliable answers at your fingertips.

Harvard Business Essentials: Crisis Management: Master the Skills to Prevent Disasters
by Harvard Business Review

In today's volatile work environment, avoiding disaster is more important than ever. Crisis Management helps managers identify, manage, and prevent potential crises. Full of tips and tools on how to prepare an emergency list and how to utilize precrisis resources, this book shows managers how to shepherd their teams from crisis to success. The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience and are especially valuable for the new manager. To assure quality and accuracy, a specialized content adviser from a world-class business school closely reviews each volume. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put reliable answers at your fingertips.