Reputation Management in a Cyclone: Your CEO, Social Media, and a Bankruptcy

Crises change everything, and even the best crisis communications plan can’t anticipate when a CEO has a zipper problem. Or when a Twitter exchange becomes toxic. Or when your client or employer files for Chapter 11 bankruptcy. How do you as a PR manager work to manage the organization’s reputation amid a social media cyclone – often with virtually no budget?

In this presentation, we’ll discuss three micro cases – a CEO’s judgment, Applebee’s Social Media meltdown, and Kodak’s reputation challenges – and explore techniques each organization used to address their reputational challenges. Topics will include:

• Perspective Assessment: As in politics, most crises – but not all – are local;
• Look Them in the Eye: maintaining relationships
• Lessons Learned: Do the Right Thing, Get Recognition for It.

About the Speaker:

David Kassnoff’s tapestry includes successes in public relations, internal and executive communications, content marketing, community engagement, publications, event management, and diversity and inclusion. He created the Kodak Close-Up series of video podcasts and the e-Magazine for www.kodak.com. A member of PRSA Rochester’s Diversity Committee, David won a PRSA Silver Anvil Award of Excellence for Kodak’s diversity communications program. David’s career includes communications roles at SUNY College at Brockport, Kodak, EMA, and Hutchins/Y&R. He’s co-authoring a book, Satanic PR: Racing Change in an Age of Unrest.  He teaches public relations at the College at Brockport and St. Bonaventure University.