• 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, April 14, 2021

Crisis Communications Master Class

By Ben Kaplan, CEO @ TOP Agency

Crisis Communications Master Class

The tools, techniques, and tactics required for effective crisis management

Are you fully prepared should a PR crisis hit your company? Do you have a clear strategic response plan in place? Do you have a variety of responses vetted and ready for deployment for each potential crisis scenario?

Poor preparation or a slow response to a crisis can lead to it snowballing into a catastrophe. By assessing risk in advance and preparing proactively to meet each risk, you can manage your crisis communications efficiently and effectively.

TOP Global CEO Ben Kaplan will explore the accomplished and the atrocious when it comes to crisis management, taking lessons from both so that you can build your own strategic plan.

A PR crisis can happen to any company at any time, but by handling the situation with respect and grace you can actually use it to grow your company and strengthen brand loyalty.

Wednesday, April 14, 2021 3:00 PM to 4:00 PM EDT 2:00 PM to 3:00 PM CDT 12:00 PM to 1:00 PM PDT 60 minutes

Are you fully prepared should a PR crisis hit your company? Do you have a clear strategic response plan in place? Do you have a variety of responses vetted and ready for deployment for each potential crisis scenario?

Poor preparation or a slow response to a crisis can lead to it snowballing into a catastrophe. By assessing risk in advance and preparing proactively to meet each risk, you can manage your crisis communications efficiently and effectively.

TOP Global CEO Ben Kaplan will explore the accomplished and the atrocious when it comes to crisis management, taking lessons from both so that you can build your own strategic plan.

A PR crisis can happen to any company at any time, but by handling the situation with respect and grace you can actually use it to grow your company and strengthen brand loyalty.

What you’ll learn

  • How to accurately identify different types of threats
  • How to use a threat assessment pyramid to evaluate the different levels of risk
  • How to use a threat matrix to prepare for every outcome
  • How to separate content from tone and show empathy without exposing yourself to more legal risk
  • How to segment markets so crises don’t spread between them
  • How to use media & social media monitoring tools to manage a crisis
  • How to adapt your response for different mediums, including broadcast, print, and online
  • How to handle the toughest or most surprising questions
  • How to drive and direct any subsequent interviews
  • How to handle the toughest or most surprising questions

About the presenter

Ben Kaplan

CEO @ TOP Agency

Ben Kaplan is a rare "quadruple threat" marketing and media expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME).

Reserve your spot

  • 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, April 14, 2021

Crisis Communications Master Class

By Ben Kaplan, CEO @ TOP Agency