Brand crisis drill, influencers and using public relations for good among PR-focused Mumbrella360 sessions revealed
Delegates will watch a PR crisis unfold in a simulation of a brand emergency in a session at June’s Mumbrella360 conference.
Curated by reputation specialist Gerry McCusker – author of the book Public Relations Disasters – the session “The Drill: Could you survive a brand attack?” will see panelists and delegates grapple with an unfolding crisis.
McCusker: Leading The Drill at Mumbrella360
Presented by McCusker, he will use crisis simulation technology “The Drill”, which replicates trans-media PR disasters, testing the experts on how they would react, stage by stage, to a crisis.
Cato: The Drill
Panelists include Cato Counsel founder Sue Cato, who is one of Australia’s most experienced issues management advisers. Also on the panel is Andrew McGinnes, who is executive manager of corporate affairs and communications for Qantas.
Completing The Drill lineup are lawyer Nick Abrahams, director of Norton Rose Fulbright, and veteran publicist Max Markson.
Meanwhile, other sessions at Mumbrella360 likely to be of interest to communications and PR professionals include a session from Mozilla Firefox’s head of global social Maura Tuohy on socio-digital anthropology and the case study of how Tesla launched in Australia using word-of-mouth as its strategy.
A further session relevant for the world of PR – “Influencers, experts and celebrities: Who’s really endorsing your brand?” – will explore the how the world of influence differs when working with celebrities, experts and bloggers. Talent agents Simone Landes and Justine May, PR practitioner Aaron Crowther from Magnum & Co, and entertainment lawyer Stephen Digby, will explore what influence actually means and how that influence differs when working with celebrities, experts and bloggers.
They’ll look at how to nurture the relationship between brands, agencies and influencers, and dissect what exactly constitutes as a brand endorsement from their four perspectives, incorporating how and why managers price the activity, and how to maximise these collaborations.
Crowther will also outline what brands are willing (or not) to pay for in a PR context, leveraging those agreements, ROI/measurement methods, and how it all ties into a broader campaign. And Digby will discuss the basics of IP and outline the limitations in regards to the law. The panel will be moderated by journalist and influencer Shelly Horton.
Meanwhile, one of Australia’s most respected PR leaders Kieran Moore, CEO of Ogilvy PR Australia, will moderate a panel called “Growing Through Adversity” dedicated to times when people have faced career and personal setbacks and how they made them the professionals they are today.
Mumbrella360 masterclasses relevant for PR professionals will include a session from broadcaster Rachel Corbett on how to create great brand podcasts; how to use social channels to monitor audiences; lessons on how to use PR for public good; and a presentation from Web Profits CEO Catherine Dix on getting content in front of consumers in the online world.
Mumbrella360 kicks off with an industry networking afternoon on Tuesday June 6, followed by the conference on June 7 and 8.
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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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