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Toolkits

View the library of toolkits below

Each toolkit walks you through what to do, why it matters, and how to move forward with confidence. You’ll get clear guidance, practical strategies, and fillable templates you can put to work right away. It’s designed to feel like having an experienced advisor beside you when the situation is difficult and the next step is not obvious. You don’t have to figure out the tough stuff alone.

New toolkits are added every month.

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The First 60 Minutes of a Crisis Starter Kit

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1 file

When a crisis hits, the first hour matters. This free starter kit gives you clear, practical tools to help you understand what’s happening, organize your response, avoid wishful thinking, and communicate with more confidence when everything is moving fast. This kit will help you make smarter decisions, and avoid starting from a blank page.

$299

The Thinkery Group Coaching

15 left
Coaching session

The Thinkery is an ongoing coaching community where professionals sharpen judgment, build influence, gain confidence, and grow as trusted advisors. We explore leadership, communication, difficult conversations, and decision-making in high-stakes situations, in a kind, relaxed space where questions are welcome, ideas are explored, fun is had, and learning never feels like work.

$49

Writing a Holding Statement

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3 files

The holding statement is the most important thing your organization will say in a crisis, and it must go out before you have all the facts. This toolkit shows you the four-part structure that works every time, the language that builds credibility, and the common mistakes that make a crisis worse. You’ll learn what a holding statement is, and what it is not. Includes ready-to-use holding statement templates.

$49

Public Apology & Accountability: How to Own Mistakes and Build Trust

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4 files

A bad apology makes a crisis worse...and most organizational apologies are bad. This toolkit shows you what a credible, effective corporate apology requires and what kills one. Whether you're managing a public mistake, an internal failure, or a reputational hit, you'll know how to respond with accountability and clarity and preserve your reputation. Includes templates for helpful responses when the pressure is on.

$49

Your Organization's Past Is Back in the News

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4 files

The past often comes back to visit. This toolkit shows you how to assess the reputational risk when past issues re-emerge, decide whether and how to respond, and communicate in a way that moves the narrative forward rather than reopening old wounds. The past isn't going anywhere, but it doesn't have to own your present. Includes templates for managing resurface crisis communications.

$49

When Your Leader Won't Listen

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3 files

You have the communications expertise, you've made the best recommendation, and your leader is not hearing it. This toolkit gives PR and communications professionals practical strategies for navigating the most frustrating dynamic in the field, along with the tools to make your case in a way that's harder to ignore. Includes templates for communicating with resistant leadership.

$49

When an Employee Goes Public: How to Respond

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4 files

When an employee takes their grievance public, every audience watches how you respond. This toolkit shows you how to protect organizational credibility, communicate with integrity, and manage the narrative without escalating the situation, whether the employee is a current staff member, a former one, or a whistleblower. Includes templates for calm, strategic employee relations crisis communications.

$49

When AI Gets Your Organization in Trouble

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4 files

AI moves fast and mistakes move faster. This toolkit shows you how to respond when an AI error - yours or a vendor's - creates a public relations problem for your organization. You'll learn how to assess the situation, communicate with clarity and speed, and protect credibility in a landscape where AI-related reputation risks are increasingly common. Includes templates to help you manage AI crisis communications.

$49

When a Staff Member Goes Viral for the Wrong Reason

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3 files

When an employee goes viral for the wrong reason, your organization's response can either calm the situation or fuel it. This toolkit shows you how to assess the reputational risk, protect your organization, and respond in a way that demonstrates accountability without making it worse. Your response to an employee social media crisis speaks about your reputation. Includes templates for rapid, credible communications.

$49

What to Say in the First Hour of a Crisis

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3 files

The first hour of a crisis defines everything that follows. This toolkit walks you through exactly what to communicate, to whom, and in what order, before you have all the facts. You'll learn how to issue a holding statement, brief your internal team, correct misinformation, and set a credible update timeline when the pressure is on. Includes templates for every first-hour communication need.

$49

The Weekend Crisis: Responding When Your Team Isn't There

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4 files

Crises don't wait for Monday. This toolkit shows you how to respond effectively when it's Saturday night, your full team is scattered, and the story is already moving. You'll learn how to assess the situation quickly, decide what to do first, and communicate with credibility when you're working without your full support structure. Includes decision tools and templates for after-hours crisis response.

$49

Strategic Storytelling for Communicators

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3 files

Facts inform, while stories move people to act. This toolkit shows you how to find, frame, and tell stories that advance organizational goals and resonate with every audience: media, stakeholders, employees, and the public. The communicators who master strategic storytelling shape messages to reach outcomes. Includes templates to help you put story structure and narrative strategy to work immediately.

$29

Starting Strong in PR: Your Guide to Thriving in Your First Job

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3 files

Your first PR job is the foundation everything else is built on. This toolkit gives you the practical skills, professional habits, and real-world guidance you need to thrive in public relations from day one, instead of having to figure it out the hard way. Built from years of experience, and shaped for the reality of today's PR environment. Includes templates and tools so you start strong and stay there.

$49

Responding to a Social Media Pile-On

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3 files

A social media crisis moves faster than any communications team can react, unless you have a plan. This toolkit shows you how to assess a social media pile-on in real time, choose your response strategy, and protect your organization's reputation when the volume gets loud. You'll learn what to do, what not to do, and how to protect your reputation. Includes templates for rapid, strategic social media crisis response.

$49

Rebuilding Trust After Internal Conflict

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3 files

Internal conflict that isn't addressed doesn't disappear; it festers and spreads. This toolkit shows you how to communicate through the aftermath of organizational conflict, rebuild credibility with your team, and restore a functional culture. Whether the damage is from leadership tension, public disputes, or internal breakdown, trust can be rebuilt. Includes templates and tools for post-conflict communications.

$49

Preparing Your CEO for a Tough Interview

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3 files

A CEO who walks into a tough interview unprepared can undo months of careful communications work in minutes. This lesson shows you how to deliver effective executive media training: the pre-interview briefing, the message development, the practice that builds confidence, and the boundaries that protect the organization. Includes media prep tools, briefing templates, and guidance for high-stakes interview preparation.

$49

Managing Rumors and Misinformation

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4 files

Rumors don't die on their own; they grow. This toolkit shows you how to identify misinformation early, assess whether and how to respond, and correct the record before false narratives take hold. You'll get a clear framework for misinformation management in every scenario, including social media, internal channels, and media coverage. Includes templates for a fast, credible response.

$49

Making the Case for Communications

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3 files

You know communications matters – make sure that others know. This toolkit gives you the tools to build a clear, persuasive case for resources, budget, and organizational buy-in using language that resonates with decisionmakers. Whether you are advocating for your team, or a specific initiative, you will be prepared. Includes frameworks and templates for making the case for communications investment.

$49

Making Communications Measurable

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3 files

It's essential that the outcomes of strategic public relations work are measured. This toolkit covers how to measure what communications delivers: defining meaningful metrics, proving impact, and speaking the language of leadership. Strategic planning and execution delivers measurable outcomes. Includes frameworks and templates to help you build a stronger, more defensible case for your communications function.

$49

Legal Said No Comment. Now What?

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4 files

No comment is not a crisis communications strategy. This toolkit shows communications professionals how to work within legal constraints without going dark: what you can say, how to say it, and how to protect organizational credibility while respecting legal boundaries. Silence does not protect your reputation. This does. Includes templates for high-pressure situations where no comment is not a workable strategy.

$49

How to Handle Pressure from Activists

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3 files

Activist pressure does not wait for you to have a plan. This toolkit shows you how to assess an activist campaign, make smart strategic response decisions, and protect your organization's reputation without escalating the situation. You will learn when to engage, when to hold, and how to communicate through every stage of sustained pressure. Includes templates for activist campaign response at every decision point.

$49

Handling a Hostile Crowd at a Public Meeting

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4 files

This toolkit prepares you for public meetings where the crowd is angry, the questions are sharp, and the stakes are high. You will learn how to stay composed under pressure, respond to hostile questions without escalating the situation, and communicate with credibility when the room is working against you. Includes preparation tools and ready-to-use templates.

$49

Communicating During a Leadership Transition

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3 files

Leadership transitions create anxiety, speculation, and communication vacuums fast. This lesson shows you how to control the narrative, sequence your audiences, and keep organizational trust intact through the change. Silence during a leadership transition is never neutral. Includes templates for every key message: to staff, board, funders, media, and the public.

$49

Communicating Bad News to Employees

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3 files

This toolkit shows you how to communicate difficult information to your employees clearly, honestly, and with credibility intact. You will learn what to say, what to avoid, and how to lead hard conversations with steadiness and respect. Whether you are delivering layoffs, budget cuts, or organizational setbacks, you will be prepared before the moment arrives. Includes templates for internal crisis communication.

$49

Communicating Across Political Divides

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3 files

Political polarization is now a permanent feature of the communications landscape. This toolkit shows you how to navigate politically charged environments without alienating audiences, how to make strategic decisions about when to speak and how to stay focused on mission, and how to communicate to audiences who do not agree with each other. Includes frameworks and templates for communicating across political divides.

$49

Communicating a Data Breach

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4 files

A data breach does not have to become a reputation crisis, but a slow, fumbled response guarantees it will. This lesson walks you through exactly what to say, to whom, and when: from the first hour through full public disclosure. You will learn how to communicate with affected audiences, protect organizational credibility, and manage stakeholder trust in every stage of the data breach response. Includes templates.

$49

Coalition Building That Works

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3 files

Coalitions can accomplish what individual organizations cannot, but many fail before they ever gain traction. This toolkit shows you how to build and sustain coalitions that work: identifying the right partners, aligning around a shared goal, maintaining unified messaging, and holding the coalition together when pressure mounts. Includes templates for coalition communications, shared messaging, and partner alignment.

$49

Calm Under Pressure: A Leadership Practice

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3 files

Remaining calm under pressure is not a personality trait; it's a learnable skill. This toolkit shows leaders and communicators how to project steadiness, make clear decisions in high-stakes moments, and communicate in a way that stabilizes everyone around them. Become the leader others can count on. Includes templates and practical tools to strengthen your crisis leadership presence and communication under pressure.

$49

Building Strong Relationships With Board Members

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3 files

The communicators who build strong relationships with board members have more influence, more credibility, and more impact when it counts. This toolkit shows you how to get there: how board members think, what they need from you, and how to earn their trust over time. It pays to get to know your board, while letting them get to know you! Includes templates for key interactions, briefings, and board communications.

$49

Becoming the Best PR Person in the World

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3 files

Becoming the best is a decision you make. This lesson covers the habits, mindset, and practices that separate good communications professionals from exceptional ones and shows you how to close the gap. Whether you have been in PR for two years or 20, this lesson will challenge you and change how you work, starting with your very next conversation, pitch, or crisis. Includes templates to help you craft your greatness.

$49

Becoming a Trusted Strategic Advisor

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3 files

The best communicators do not just execute. They shape strategy, influence decisions, and lead with authority. This toolkit shows you how to make that shift: the mindset, the behaviors, and the positioning that earn you a real seat at the table. Learn the importance of and how to promote your strategies and plans. Includes templates and tools to help you show up as the strategic advisor your organization needs.

$49

Algorithm-Friendly Posting Strategies

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3 files

Your content deserves to be seen. This toolkit breaks down what drives organic reach and engagement on social media: no trend-chasing, no guesswork. You will learn how algorithms evaluate and distribute content and walk away with a ready-to-use checklist and engagement prompt bank you can apply to every post immediately. Includes templates for algorithm-friendly social media strategy.

$49

AI & Communications for PR Pros

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3 files

Communicators who know how to use AI will outperform those who do not. This toolkit shows PR and communications professionals how to use AI to save time, sharpen strategy, and improve output without losing your voice, your judgment, or the human instincts that make communications work. Practical, immediately applicable, and built for real-world use. Includes ready-to-use templates to help you start today