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PRSA Employee Communications Connect 17 Conference

June 14–16 | Denver, Co.

Note: You are browsing information about a previous PRSA Connect Conference. Visit the program page for this year’ event.

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 and Section members only.)


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

A 25+ year veteran in PR and marketing, Breakenridge is the author of five Financial Times Press books including her latest titles, “Social Media and Public Relations: Eight New Practices for the PR Professional,” “Putting the Public Back in Public Relations,” and “PR 2.0, New Media, New Tools, New Audiences.” She speaks nationally and internationally on the topics of PR, social media and marketing. 


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.