Some crises come out of nowhere—and from far beyond your walls. When a midair collision near Reagan National (DCA) jolted national attention, Metropolitan Washington Airports Authority’s marketing and digital leaders were thrust into the center of a fast-moving, externally driven crisis. In this session, they reveal how they collaborated with stakeholders in communications within the first hours, navigated an information vacuum and then rebuilt trust through a strategic, empathetic marketing recovery. Learn how a marketing and digital-first team can collaborate with communications to provide narrative control, reengage audiences and bring a brand back stronger than before. You’ll learn:
- Rapid detection and communication: Tips to use social media to monitor and assist with confirming the facts and be a data resource to communications teams and executive leadership.
- Alignment under pressure: How to collaborate with communications teams to issue a timely, consistent response.
- Crisis in your feeds: The indicators to identify sentiment shifts fast and respond with clarity and empathy.
- The marketing comeback: Rebuild trust with customers through coordinated social, in-airport, and out-of-home engagement.
