Twitter’s blow torch effect on crisis PR to be debated at Mumbrella360
Moderator: Moses
The “blow torch effect” of Twitter and other social media in rapidly turning an issue into a PR crisis will be discussed at next month’s Mumbrella360 conference.
A session curated by PR agency Burson-Marsteller and moderated by SMH technology journalist Asher Moses, will discuss “the collective truth” – where instant reporting and commentary can see a point of view on a brand or event shaped in hours or even minutes by online consumer discussion.
Hudson
Yanco
retallick
Panelists will include Rob Hudson, the national digital director of George Patterson Y&R; Carly Yanco, head of digital, at Burson-Marsteller Australia and Nikki Retallick, head of online and mobile at media agency Mindshare.
The session will cover how to manage reputations online; how to prepare for a crisis; offer an analysis of how crisis communication has changed in the past 10 years and the impact of the changing news cycle; tips on what not to do, based on recent case studies.
The panel will also discuss the role of digital, advertising and PR agencies in social media and online crisis management.
Mumbrella360 takes place on June 7 and 8 at the Hilton Hotel in Sydney.
A series of debates and discussions around media, marketing, PR, advertising, digital and social media are due to take place across the two days.
Other sessions so far announced for Mumbrella360 include a keynote presentation from Richard Freudenstein, CEO of The Australian and News Digital Media; a live marketing experiment organised by Naked Communications; a drafting of a new manifesto for the media industry; debate around women in senior management roles; the first look at Mumbrella’s research into the perception and performance of Australia’s leading advertising agencies.
Further details of the conference agenda – and details of how to book – are available on the Mumbrella350 website.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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