Journalists at Key 103 are to offer companies “bespoke crisis public relations and media training” in partnership with the University of Salford.

Developed with the University’s subsidiary, Salford Professional Development ltd, the training will take place at the MediaCityUK campus and Key 103’s studios.

“Every day we see companies in crisis and managers at the mercy of the media due to product recalls, accidents and scandals. You have to feel for those bosses battling to protect their business and restore their reputation before a competitor steals an advantage,” explained Key 103’s Paul Lockitt, who will be senior media trainer.

“Key103’s crisis PR and media training is already helping businesses large and small turn the media to their advantage so it becomes part of the solution rather than the problem.”

Stuart Wells, the deputy chief executive officer of Salford Professional Development added that he wanted the collaboration to become a “market-leader in the provision of media training.”

Companies booking on the courses will take part in seminars and workshops including interview and press conference techniques and putting together crisis communications strategies.