Your Reputation is on the Line: Crisis Do's and Don'ts
Over the life of your business, a crisis, issue or even damaging rumor is nearly inevitable, and it will be part of your story. However, it needn’t be the final chapter if you know what to do. In this session, you’ll learn the critical steps to take in the first 15 minutes of a crisis; message development, the ins and outs of working with reporters; how to communicate with your employees and management team; and how to monitor social media. You’ll leave with an understanding that it is not the crisis itself that will forever influence your reputation, but rather the way you handled it. The session ends with a reveal of the top 18 travel trends for 2018, chock full of ideas for generating publicity when times are good.
Owner, Armadillo Marketing
Carla opened her own boutique marketing business dedicated to travel and tourism 15 years ago.
She comes from a journalism background, having served as a TV news producer and director at the CBS affiliate in Milwaukee, before going on to work for several large advertising and PR agencies with offices in Chicago and Milwaukee. When she had the opportunity to run the Wisconsin Department of Tourism account, everything clicked for her.
Carla has built a client roster that is decidedly tourism-focused. She provides PR and marketing counsel to visitor and convention bureaus including Wisconsin Dells, boutique hotels and spa resorts around the Midwest, statewide tourism associations, specialty retail, and attractions. She also continues to work with Wisconsin Tourism. She considers herself a writer by trade, but also assists clients with trend-tracking, branding, publicity, cause-related marketing, social media, photography and video. Her experience in TV news comes into play still today, particularly when training clients in issues and crisis management.
Carla is a graduate of the University of Wisconsin-Madison. In her free time, she enjoys travel, of course, with lots of Wisconsin destinations currently populating her bucket list.
Social Media Toolkit: How to Protect Your Brand and Control the Narrative
This session will take attendees through current best practices for online reputation management. As the research, purchase, and review process has migrated from print media and telephone into the digital realm, consumers have become increasingly vocal about their opinions, prompting a need for organizations to actively engage with their audience. We will explore how online media channels can make or break a brand’s reputation and provide strategies and tactics for handling everything from negative reviews or social media attacks to correcting misinformation, minimizing negative coverage and providing great customer service.
VP/Partner + Director of Public Relations, BOELTER + LINCOLN
Andy took an unconventional path into the agency biz. After trying his hand at beer delivery, teaching and journalism, he finally landed in PR and hasn’t looked back. Andy holds a bachelor’s degree in English from Lawrence University and a master’s in corporate public relations from Northwestern University’s Medill School of Journalism. He has spent the last 25 years at some of the Midwest’s leading agencies, working for blue-chip brands like Yamaha, Pabst Milwaukee Brewery, Evinrude, Wisconsin Tourism and Rite-Hite Corporation. During that time, he has been involved in almost all aspects of public relations, from product introductions and publicity to crisis communication, executive speechwriting and content marketing. He is also involved with numerous charities and professional organizations.
Social Media Manager, BOELTER + LINCOLN
Mary Wienkers brings extensive experience in digital strategy and management to her role as B+L’s social media marketing manager. Her client resume includes work with multiple Fortune 500 brands, developing social media and content marketing plans for UPS, Procter & Gamble, Capital One, Citibank and Target, among others. A University of Wisconsin – Madison graduate, Mary currently oversees strategic planning and counseling across all of B+L’s social media accounts, as well as content creation and online brand reputation/management.