Yesterday's crisis management practices simply don't cut it in today's 24/7 online world where instant reaction rules the day. And in the case of natural disasters or product recalls where lives may be at stake—rapid response can save far more than reputation or the bottom line. No one knows this more than Jon Harmon, who as head of public relations for Ford Truck, defended the Ford Explorer throughout the Ford-Firestone tire crisis—which has been dubbed the first major PR crisis of the 21st Century. In this 90-minute crisis communications workshop, Harmon will use the Ford-Firestone case study to share his hard-won crisis response lessons—and show you how you and your team can similarly master damage control in today's Web 2.0, multi-dimensional communications environment.

Harmon and crisis guru James E. Lukaszewski will outline how you can offer management operational options beyond simple media relations when bad news strikes—and give you a practical regimen you can use to confidently counsel on key issues related to trust and reputation preservation, integrity and compliance, and general risk reduction. What's more, these crisis veterans will reveal essential crisis response steps guaranteed to help you successfully deal with fast-breaking bad news scenarios.

You will discover how to demonstrate the value of Web 2.0 in a management emergency context and how to quickly neutralize online bloviators, Twitterers and critics when crisis strikes. And this advanced online tutorial will also give you the playbook your team needs to execute simple, sensible, constructive and positive responses to all types of crisis situations. The practical methods and proven principles you learn here will enhance your ability to be a trusted strategic advisor, get called to the table earlier and be heard when it counts most.

• Avoiding the Media "Feeding Frenzy": What to do when the media calls about bad news—plus proven tactics for neutralizing "media savvy adversaries"
• Ford-Firestone Crisis Lessons: Tips for dealing with everything from "Congressional circus acts" to messaging for execs when bad news strikes
• Rules for earning a seat at the table—six things bosses expect of trusted strategic advisors in bad times
• Risk Assessment Tools: An "Exposure Management Template" you can use immediately to enhance your credibility with management and forecast impending problems earlier
• Readiness Planning Tips: How to test your responses through operational processes and drills
• Crisis Checklists: Step-by-step guidelines to shepherd management through dramatically bad situations
• How to answer tough, touchy, sensitive and emotional questions—plus how to deal with irrational people, groups and ideas
• Communicating confidence no matter the crisis—plus how to execute simple, sensible, constructive and positive responses to tragic events
• Acting with integrity—the crisis response methodologies designed to help your organization do the right things first and fast
• Key questions every communicator must ask and answer when faced with bad news announcements
• Web 2.0 Update: How to demonstrate the value of social media and 24/7 online response—from Twitter to YouTube—in a management emergency context
• Bad News Blunders to Avoid: Seven ways bosses stay in trouble—plus common perils, pitfalls and bad news pitfalls to avoid at all costs
• Best and Worst Practices: Real-life techniques and secrets of organizations who have been successful in communicating bad news—plus lessons from those who blew it big time

YOUR PRESENTERS:

Jon Harmon is a communications consultant and author. He founded Force for Good Communications, a consultancy offering services ranging from brand-building media relations to crisis communications. He is also the author of a book on crisis communications, "Feeding Frenzy: Inside the Ford-Firestone Crisis." Previously, Jon was vice president, communication and reputation, at Navistar, a global manufacturer of commercial trucks and military vehicles. Jon's career includes 23 years at Ford Motor Company in virtually every aspect of public relations, including media relations, employee and dealer communications, governmental affairs, issues management, product promotion, crisis communications and communications strategy. His "Force for Good" blog is centered on the conviction that reputation is a company's greatest asset and that doing the right things in terms of corporate social responsibility can lead directly to success in the market. The most effective means of protecting and enhancing reputation is a consistent dedication to "aspirational public relations" built on THIS: transparency, honesty, integrity and social responsibility.

James E. Lukaszewski (loo-ka-SHEV-skee) is chairman and president of The Lukaszewski Group Inc., a White Plains, New York-based global crisis consultancy. Jim's practice is exclusively focused on dealing with the toughest, most serious and sensitive, difficult, challenging and threatening bad news situations imaginable. He spends the bulk of his time in the C-suite working directly with managers, leaders and successors. His website, www.e911.com, is often referred to as the University of Crisis Management. His "Crisis Guru Blog," deals with issues in the headlines from Jim's very unique and highly experienced perspective. His e-newsletter, "Executive Action: Strategic Management Insights for Leaders, Decision Makers and Their Trusted Advisors" is free and available to anyone who leaves their email address on his website, www.e911.com. This website is a unique and powerful resource for all practitioners who advise others on serious, urgent, crucial situations. Jim's clients are confidential, but are among the largest and most important organizations in their class or category. His clients are in the news constantly. He has the role most staff practitioners would like to have—direct access to the top where his voice is sought after, heard and his recommendations acted upon.

YOUR MODERATOR:

Brian Pittman is content director of Bulldog Reporter's PR University and the weekly email newsletter Journalists Speak Out. Previously, Brian served as editorial director at Infocom Group, where he edited, reported for and launched titles such as Media Relations Insider, PR Agency Insider, Ad Agency Insider and Managing Partner. Prior to that, he served as editor of Utah Business magazine, among other titles. He is a seasoned reporter with extensive experience interviewing such personalities as Steve Forbes, Bob Edwards and Margaret Thatcher. Complete Bio