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Thursday, May 2
10:30–11:45 a.m.
Breakout Session: Set I

"Getting Out of the Fire: A Case Study in National Crisis Response"

Sooner or later, the dreadful day arrives — a reporter calls, a blog post hits or an email goes viral — with your organization in the crosshairs, drawing fire from all sides. How your organization defines and responds to a crisis will have long-lasting impact on how it is perceived by stakeholders, customers, the media and peer groups. In this session, crisis case studies will be presented, showcasing how communications experts implemented responses that preserved trust and brand image, while minimizing reputational erosion. Find battle-tested tips and useful, pragmatic approaches that turn negative events into organizational opportunities. In addition, the presenters from the Society of Hospital Medicine will describe their own experience with a Senate Finance Committee investigation, and the strategic response plan they enacted to protect their organization.

Attendees to this session will learn:

• How to troubleshoot various possible crisis scenarios and develop a response plan for each, involving senior internal leadership, organizational allies and friends, and the media.
• How to blunt criticism from internal and external stakeholders, and use a crisis situation to promote a positive image of your institution or organization.
• How to prepare for the three most common communication pitfalls that will prevent small missteps from turning into major disasters.

Speakers:
Brendon Shank, associate vice president, Society of Hospital Medicine. Connect with Brendon on Twitter.

Todd Von Deak, MBA, CAE, founder and president, TVD Associates.
Todd recently formed TVD Associates after nearly eight years in an executive management role with the Society of Hospital Medicine, a membership organization representing the fastest growing specialty in modern health care. TVD Associates is a consultancy and boutique ad agency focused on membership, marketing and operational challenges within the nonprofit and association spaces. The firm focuses on helping its partners to strategically leverage available data to improve day-to-day operations. Todd has spent his entire career working with nonprofits and membership organizations in a variety of operational and leadership roles. He earned his MBA from Drexel University and holds the Certified Association Executive credential from the American Society of Association Executives. Connect with Todd on Twitter.