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Building Your Reputation Task Force

Breakout Session 6

Your Session ROI

In an age of real-time conversations, building and maintaining your brand’s online reputation goes beyond monitoring or tracking brand sentiment — it takes more than being proactive during negative situations or managing potential levels of crisis escalation. Deirdre Breakenridge, CEO, Pure Performance Communications, and John B. Mustin, CEO, Wasabi Rabbit, share how today’s PR pros, in conjunction with marketing, develop internal company programs to promote “Living the Brand.” These programs reward good “on brand” behaviors, from the physical work environment to social media communities.

Final Presentation

(Available to registered attendees only.)


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

A veteran in public relations and marketing, Breakenridge has counseled senior-level executives at companies including the Academy of Nutrition and Dietetics, Empire Today, Hershey’s, JVC, Kraft and the World Bank. Breakenridge is the author of five Financial Times books. Her most recent book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” was published in May 2012, and is available in print and all digital formats. Her other books include, “Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR,” “PR 2.0: New Media, New Tools, New Audiences,” “The New PR Toolkit: Strategies for Successful Media Relations” and “Cyberbranding: Brand Building in the Digital Economy.”


John B. Mustin, CEO, Wasabi Rabbit

Photo of John B. Mustin

At Wasabi Rabbit, Mustin envisioned the concept of the digital platform as the delivery vehicle for comprehensive online marketing experiences. He has been instrumental in building the company’s stellar portfolio and fueling its reputation for innovation. Focused on guiding the company’s strategy, Mustin leads business development while managing strategic partnerships and key customer relationships. He is a captain in the U.S. Navy reserve, and a veteran of Operations Enduring Freedom.