Managing and mitigating
the inevitable crisis
Meet the moment • Rebuild trust • Recover business
Restore reputation • Shape strategy • Craft messaging
If you feel like you’ve spent the last year in a never-ending game of Whack-A-Mole, you are not alone. While we prepare for markets to recover and workspaces to reopen, a robust crisis plan and training strategy, along with mindful messaging that follows expert guidance, will ensure your brand or organization is ready to handle the situation smoothly.
Join Ragan and your peers on Thursday, June 10 for a must-attend virtual conference to help you reimagine your approach to crisis communications, mobilize internal and external stakeholders to be your megaphone for goodwill and have a plan in place for unforeseen obstacles that may arise.
This virtual conference will feature real-world tips and tactics from leading communicators. Our speakers will share how they effectively build crisis plans and conduct trainings, activate internal and external channels to preserve brand reputation, communicate company restructuring news, mitigate the crisis of inauthenticity, craft messaging that honors government safety guidelines, and more.
You'll also receive these bonus materials:
- Sample crisis plans and pivot tables
- A guide to crafting crisis statements
- A checklist of security measures to mitigate cyber attacks
- An actual Whack-A-Mole game mailed to you
- Additional resources from Ragan’s Crisis Leadership Network
Plus, all attendees receive:
- Access to a private LinkedIn group for attendees only
- All slides and presentations from speakers
- Connections to our esteemed speakers
Top 11 things you’ll learn at this conference:
- Process steps: How to build a crisis plan that’s flexible and ready to deploy at a second’s notice
- Coordinated responses: Strategies for holding training to make every employee more crisis-ready
- Stopping burnout in its tracks: Tips for activating your employee channels to prevent a systemic mental health crisis
- Closing the truth gap: Approaches for closing the authenticity gap between what your company and leadership says it will do and what it actually does
- Trusting the experts: Ways to include government guidelines in your post-pandemic messaging
- Media Relations: How to get ahead of the media inquiries when the heat is on
- Framing restructures: How to communicate layoffs, mergers and restructures with empathy and support for everyone affected
- Top leadership traits: The traits that every leader should exude during a crisis
- Social media monitoring: Monitoring and listening strategies that catch reputational concerns before they cross the threshold to become full-blown crises
- Metrics that move: How to conduct research that grounds executive emotions and creates an actionable crisis framework
- What’s next: Top trends that you can use to weather future crises
Register today. Once registered, you'll be able to join the private LinkedIn group right away!
As the commercial airline industry braces for more flights and the cruise industry prepares to sail, it must meet the demands of growing traveler numbers while navigating CDC regulations, communicating increased health and safety measures and much more. In this fireside chat, Carnival Cruise Line Chief Communications Officer Chris Chiames will speak with Ragan Communications strategic programming manager Justin Joffe about how communications teams can deploy preventative crisis messaging to assist a return to normalcy, along with the lessons that communicators can bring aboard to keep their own communications plans afloat in 2021.
The past year reminded us that crisis communications must be embedded in every facet of your organization, and that every employee can now impact your brand’s reputation. As the boundaries between internal and external communications remain ever thin, making sure your organization has a crisis plan that everyone understands, and engages with, can make all the difference when it comes time to act. In this session, you’ll learn:
- How to build a crisis plan that considers the various scenarios your company is vulnerable to with useful planning tools and an “If this/Then That” approach
- Strategies for designating crisis leads in every department to enforce procedures
- Tips for working with legal to mitigate reputational damage
- Ways to determine when your crisis has escalated or de-escalated and arrived at a new threshold
Employee communications have rapidly evolved, implementing internal messaging tools and intranets to gauge employee mental health, understand the propensity for burnout and support employee wellbeing. As those remain top concerns for leadership in a remote-first workforce, communicators must also make use of these channels to monitor employee sentiment and combat an emerging wellness crisis that threatens employers hoping to retain top talent, protect their reputation as a good place to work, preserve their culture and much more. In this session, you’ll learn:
- The most common employee wellness concerns that can cause lasting reputational damage, if unaddressed
- Tips for conducting periodic wellness surveys and outreach to ensure every employee is heard
- Ways to distill employee wellness feedback and concerns into actionable takeaways and action steps for leadership
- What internal crowdsourcing tools and tactics work best for communicating with a remote-first workforce
A strong social media strategy can not only mitigate reputational damage, but prevent an issue from becoming a crisis, too. Communicators must also settle on a workflow to monitor all active social media channels – from Twitter and Facebook to Instagram and LinkedIn - for the conversations worth engaging with. In this session, we’ll share what assets to have at the ready when building your social media monitoring and crisis plan and how to deploy them should the need arise. You’ll learn:
- Tips for crafting holding statements in anticipation of likely crises
- Do’s and Don’ts on social media when a crisis hits
- How to design and deploy a social listening strategy that includes all channels where your audience is active, including Facebook, Twitter, LinkedIn, Instagram and more
- Ways to deploy your social media channels with time-sensitive messaging around cyber attacks
- Strategies for integrating your social listening into a larger communications plan
While no communicator wants to be the bearer of bad company news, this past year has proven that restructures are often necessary for businesses to meet changing market needs, shifting audiences and unforeseen challenges. In this session, we will share how to communicate these changes thoughtfully, with employees and external stakeholders alike, and frame them as a positive step forward for your brand. You’ll learn:
- How to share messaging with the affected stakeholders first, then parlay the news to media outlets
- Messaging tips that express empathy and support for terminated employees
- Strategies for getting out in front of the common questions that will arise from media outlets
- Examples of winning statements from leaders that positively reframed the bad news
Companies that stay silent on national conversations around remote work and employee wellness, racial inequity and environmental sustainability risk lasting reputational damage that impacts their company’s bottom line. But issuing an inauthentic, insincere, or hollow response to these conversations can be equally as damaging. In this session, we will discuss what it takes to launch purpose-driven initiatives that cut through the pretty words and hollow gestures to demonstrate authentic, actionable impact that resonates with stakeholders.
- Tips for tying your purpose-driven initiatives to the bottom line, including executive compensation, to demonstrate accountability in action
- Strategies for tapping into employee sentiment that nurture community and identify potential crises of purpose that lay in wait
- How to communicate your CSR and DEI work in an authentic way that holds leadership accountable
- How to encourage authentic messaging and thought leadership from your executives
After the words “travel ban” brought unprecedented change to the world, airline communicators worked tirelessly to comply with international guidelines, messaging passengers and crew members about everything from new safety protocols and travel restrictions to potential layoffs and operational shifts as new opportunities to meet the growing demands of a changed world. In this conversation, Steve Restivo, global vice president of corporate communications at United Airlines will speak with Ragan’s Justin Joffe to unpack the lessons that communicators can learn from the last year of empty skies to ensure that your post-pandemic communication strategy supports employee wellbeing and focuses on future opportunities for customers.
When the world shut down, the house that The Colonel built faced a sudden conundrum after receiving negative press for its iconic “finger lickin’ good” slogan. In this case study, KFC Global Senior Brand Communications Manager Tori Carter will share how the restaurant chain handled this newfound crisis with a global COVID-19 marketing campaign that avoided a traditional mea culpa to change its messaging while having a little bit of fun along the way.
Managing through a crisis means that all teams, including operations, security, communications and others, know how and where to act in an aligned and coordinated manner. This session will look at crisis preparedness through the eyes of an internal crisis manager and the network of corporate security experts that must collaborate in the most high pressure and sensitive times. We will discuss some of the most essential aspects of crisis training that prepares all teams to anticipate scenarios unique to their business, and act under pressure during the unexpected.
Government organizations have gone to great lengths in partnering with local officials and issuing guidelines for businesses across all industries to safely reopen. Those guidelines are only effective as those who communicate them, however. Which means it’s up to all of us to ensure that we heed expert advice on doing business post-pandemic and incorporate it artfully into our messaging strategies. In this session, you’ll learn:
- Tips for tactfully positioning inconvenient or frustrating reopening guidelines to affected internal and external stakeholders
- How to promote and encourage vaccine distribution to your stakeholders
- Ways to lean on these guidelines when they are challenged
- Strategies for designing tools, portals and landing pages to keep stakeholders updated when the guidelines change
In a time when truth is often considered subjective and the number of voices amplifying a reputational crisis online can multiply in minutes, it falls on communicators to set the record straight. From understanding what goes into crisis response and holding statements to working through a publicly problematic partnership, this session will explore how you can present a crisis to members of the media in the least damaging light. You’ll learn:
- How to craft responses that correct the record on misinformation and disinformation circulating about your company or industry
- Tips for composing crisis holding statements that tide stakeholders over until you can provide more details
- Strategies for framing a rogue executive’s behavior to media outlets
- Messaging approaches for handling allegations of sexual harassment or abuse with sensitivity
- Ways to partner with legal when composing a crisis response statement
- How to navigate potentially problematic or reputationally damaging partnership
When a crisis hits, a strong media monitoring strategy should be able to pick up and react to any mentions in an instant. After crafting holding statements, communicators must also settle on a workflow to monitor mentions of their brand across print and digital outlets for the keywords and sentiments that merit a response. That’s where your media monitoring tool comes in. In this session, we’ll share the media monitoring best practices that crisis communicators should to deploy them should the need arise. You’ll learn:
- Tips for creating alerts that capture the keywords and phrases relevant to the crisis at hand
- How to build a crisis-ready media list of publications most likely to write about your company or industry
- Ways to integrate AI into your monitoring strategy
- How to use a strategic communications tool to see crises emerging and mitigate their impact
- Strategies for stronger data-informed decision making using analysis and insights
After a year when every piece of messaging felt like crisis communications, we are challenged to look forward with preparedness and foresight supported by lessons from the recent past. In this session, Ragan Consulting Group’s Nick Lanyi will share his key learnings for crisis communicators.
Between declining numbers of COVID-19 cases and rising numbers of vaccinations, the back half of 2021 will begin to see “the new normal” give way to “the old normal” at long last. But navigating that transition requires tactful communication at every step- and measuring the outcomes. In this closing session, Shaila Manyam, senior vice president, client lead and senior director of public affairs and crisis at BCW will share the top crisis themes for communicators to watch during this time of transition including health care, racial equity and the return to work, with an emphasis on how they all intersect.
If you are interested in submitting a speaker proposal, please contact Justin Joffe at JustinJ@ragan.com
WHO SHOULD ATTEND?
You should attend if you spend at least a quarter of your time in any of these areas:
Public Relations • Brand management • Internal Communications • Public affairs • Executive communications • Reputation management • Crisis communications • Issues management • Social media • Storytelling • Media relations
|Early Bird Rates
|Ragan Insider Registration||$599||$699|
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