A View of Integrity, Ethics and Brand Protection

How do you maintain your public image in the midst of a controversy? The media relations manager for the U.S. Anti-Doping Agency (USADA) will share her experience with managing media relations, creating and implementing a crisis communications strategy, and protecting the organization’s brand and public image in the face of a strike against its reputation. She’ll discuss the roles traditional media and social media played, as well as lessons learned. In this session, you will:

• Learn how to create a thorough strategic communications plan that focuses on your organizational goals while still protecting your brand and public image.
• Find out how to ensure fair, balanced and constructive coverage of the facts, and avoid focusing too much on “spin.”
• Discover how to ensure smooth systems to disseminate information and maintain professionalism through complicated processes.

Presenter

Annie Skinner, media relations manager, U.S. Anti-Doping Agency

At the USADA, Skinner manages external communications, including media relations and stakeholder relationships, and oversees the organization’s social media efforts and websites. Prior to USADA, she worked for more than seven years as an assignment editor for broadcast news stations in Washington and Colorado.

To register, visit www.prsa.org.