Incident Response & Truth In Advertising

Cali Pitchel Schmidt, Porter Novelli, Vice President Strategic Planning The internet has fundamentally changed the relationship between brands and consumers. The consumer has access to more information than ever before, and this shift in power has broad implications for the way in which brands talk to the market, especially in times of crisis or reputation risk. There are two non-negotiable rules for incident response—tell the truth and take responsibility. Being prepared (and proactive) is key to successfully navigating an always-on communications culture—in good times and in bad. In this session, we’ll cover how to operationalize the truth across your business before a crisis; the right time to think about reputation management; and how to communicate to your customers and the broader market in the case of an incident.