A Branding Story: Tips for Transforming Negative Narratives into Positives

Telling Our Story, Building our Organizational Pride

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

Categories: Branding, Communication Strategy, Techniques & Tactics

Brand and reputation management efforts are important for all organizations. Typically, these efforts are more pronounced within for profit organizations, which typically use branding to build and manage organizational reputation and to sell products. However, government organizations and nonprofit organizations also have brand and reputation obligations that sometimes go unrecognized. Participants will learn that through customer service, organizational pride efforts and storytelling, organizations can take control of their own brands and help build fact-based narratives in media environments that can sometimes come across as less than fully balanced.

By the end of this course participants will be able to:
- Recognize the role of a solid business case as part of research and planning a brand implementation campaign 
- Understand the importance of brand and reputation management efforts in nonprofit organizations 
- Identify the key components needed in a comprehensive branding strategy and launch

Lead Presenters

Monique Farmer, APR, director, district communications, Omaha Public Schools

Monique Farmer, APR is a national award-winning communications professional with 16 years of experience in the field. She currently serves as Director of Communications for Omaha Public Schools. Previously, she worked in Corporate Communications for ConAgra Foods and Public Affairs for the U.S. Army Corps of Engineers. She is an Adjunct professor at the University of Nebraska at Omaha, and a freelance writer for Hope for Women Magazine.

Kala Morrissey, coordinator of marketing and visual information, Omaha Public Schools

Kala Morrissey is a national award-winning communications professional with nearly 10 years of experience. She currently serves as Coordinator of Marketing and Visual Communications for Omaha Public Schools. She has spent her professional career developing and enhancing communications in public schools. She is currently the president of the Nebraska School Public Relations Association.


Participants with the APR credential earn 1.0 APR Maintenance Credit for a half-day course. Learn more about Accreditation maintenance.