Tricia Ross moderates panel hosted by the Public Relations Society of America (PRSA)’s Banking and Finance Committee.

Tricia Ross was joined by Jennifer Hemmerdinger, Public Relations Manager at Ernst & Young LLP, and Andrew Healy, co-founder of Water & Wall, for an insightful discussion about why it’s important for communications professionals to master brand management during times of uncertainty. Protecting brand reputation is not just about customer loyalty; it’s about ensuring business sustainability in challenging times. 

Managing through uncertainty is something that every professional will face in their careers, whether that's working in-house at a bank collaborating with the C-Suite, on the front lines at a financial institution engaging with clients, consulting for industry leaders, or managing communications for publicly traded companies amidst economic turbulence or tough headlines.

Some of the topics discussed include:

• How should companies balance proactive communication strategies with reactive responses during times of uncertainty?

• How do you determine what key messages should be prioritized when communicating with constituents during uncertain or challenging times? How do you keep messaging fresh and relevant?

• How do you prep before an interview and make sure your subject matter experts and C-Suite spokespeople are properly prepared and armed with the full lay of the land?

• What strategies should companies employ to ensure internal communication is strong and clear during times of uncertainty?

• How can employees be empowered as brand advocates during uncertain times, and what role does PR play in that?

• What are some effective ways to solicit feedback from stakeholders during uncertain times, and how should that feedback be integrated into PR strategies?

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