Discover Your "Greater Purpose"—A Blueprint to Shape a Brand and Protect It from Crisis

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What You’ll Learn:: 
Reputation and issues management among the general public and key stakeholders is more than a challenge. It's a necessity in today's always-on world of real time communications. But what if a key stakeholder gives voice to views that put your industry or narrative at risk? Answer: Do some soul searching, rediscover a deeper purpose and create a clear, uplifting message to support your narrative. If you're successful, you could recast your narrative and turn a threat into an opportunity. Join to hear how two crisis vets did exactly that for the video game industry.
You'll learn:
  • How to stop, reassess and refocus: Redefining yourself in the midst of reputation risks
  • Repositioning insights and research methods to help you find "greater purpose"
  • Message architecture: A proven process for message testing your new mission
  • How to bet the word out about your new mission across the PESO spectrum
December 2020

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Presenter bio: 

Rob Flaherty is Chairman of Ketchum, the global public relations firm with 130 offices and affiliates worldwide. He serves on the agency's Worldwide Executive Committee and is responsible for the agency's Global Research Network. As a client counselor, his areas of specialization are corporate positioning and issues management. He frequently leads collaborative sessions with company executives designed to arrive at overall positioning, "message architecture" and competitive de-positioning strategy. He also has helped companies prepare for and respond to challenging situations ranging from product liability and airline accidents to data security and anti-trust litigation. He led the team that provided crisis management and global media relations support for the 2006 G8 Summit in St. Petersburg, Russia. He is on the board of the Institute for Public Relations and serves on the Agency Management Committee of the Council of Public Relations Firms. He's an accredited PRSA member and is also on the board of the Economic Crime Institute.

Andrew Bowins is the senior vice president for communications and industry affairs for the Entertainment Software Association (ESA). He leads a world-class team responsible for positioning ESA, and the video game industry, as a driving influence in the world through partnerships, events, media outreach, digital and online, research and member communications. The role includes management of the video game industry's flagship annual event, E3, and responsibility for guiding the ESA Foundation. He has deep experience in issues management and worked with industry leading companies like Amazon, Dell, Nintendo, Nokia, Samsung and MasterCard.