Defending Your Brand From Social Media Hijackers

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Category: Social Media

Sponsored by the PRSA Global Affairs Committee

Among the many changes that social media platforms have brought to public relations is the opportunity for critics of your brand to actively undermine your reputation. Disgruntled customers, angry employees, campaign groups and many other stakeholders can appropriate elements of your brand identity with the express purpose of damaging your organization. Sometimes, it is mistakes made by the organization itself that lead to a loss of control and a runaway social media meme.

Experts in the new crisis management techniques will discuss how corporations, NGOS, governments, celebrities and others can be subject to social media brandjacking, and how to regain control of the narrative around their brand.

The webinar will be of benefit to managers who have responsibility for brand and reputation, whether or not they have faced a crisis that was started or exacerbated by social media.


Quentin Alistair Langley, senior lecturer, University of Bedfordshire

Photo of Quentin Alistair Langley

Langley is the author of “Brandjack: how your reputation is at risk from the brand pirates,” and a lecturer in public relations, crisis management and digital business at the University of Bedfordshire Business School in England. He has been a practitioner both in consultancy and client side, working in the global media relations team at Shell International, and as global head of public relations for international real estate partnership, Knight Frank, before moving into the academy. He is a Fellow of the Chartered Institute of Public Relations (CIPR) and a former chair of CIPR International. He has been PRSA’s International Delegate at Large and serves on PRSA’s Global Affairs Committee.


Oliver S. Schmidt, managing partner, C4CS®

Photo of Oliver S. Schmidt

Schmidt is the managing partner of C4CS® (, a leading strategic communication and crisis management firm with offices in the U.S. and Germany. Schmidt routinely advises executives in regard to high stakes business problems, and makes presentations that discuss the benefits and risks of social media in the context of crisis, issues, and reputation management. A global affiliate of the Center for Global Public Relations (CGPR) at the University of North Carolina at Charlotte, he has been active in a number of professional organizations and currently serves on PRSA’s Global Affairs Committee.



Katerina Tsetsura, Ph.D., associate professor, strategic communication, Gaylord College of Journalism and Mass Communication, University of Oklahoma

Photo of Katerina Tsetsura, Ph.D.

Tsetsura is associate professor, University of Oklahoma and chair of the PRSA Global Affairs Committee



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.