Accidental Trending

Public Relations at the Speed of Light

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Crisis & Reputation

In the age of social media, even journalists with respectable publications operate at lighting speed, blogging and tweeting without fact-checking or proofing. The pressure to produce is enormous, and breaking a story that later trends is a major coup. Every organization’s communications plan needs to include a crisis component aimed squarely at “accidental trending.” In this webinar, you’ll learn how to regain control of your own message. You’ll also:

• Examine a real-world case study involving major news media outlets, bloggers and social media influentials, and tens of thousands of consumers.
• Engage in an open discussion of best practices should your organization ever find itself in a situation of accidental trending.
• Assemble the building blocks for an addendum to your crisis communications plan to address accidental trending.


Katherine R. Hutt, APR, Fellow PRSA, director, communications and media relations, Council of Better Business Bureaus

Photo of Katherine R. Hutt, APR, Fellow PRSA

Hutt is director of communications and media relations for the Council of Better Business Bureau. She is a past president of the PRSA National Capital Chapter, and a past “Washington PR Woman of the Year” award recipient from Washington Women in Public Relations.



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