Response to Controversial External Issues


Availability
On-Demand, available until May 29, 2019
Recorded May 22, 2018

Categories: Communication Strategy, Crisis & Reputation, Social Media

Mayo Clinic, a worldwide destination medical center with more than 40,000 employees, is in some ways connected to many of the socially significant events that occur around the world, whether it be a tragedy such as the shootings in Orlando, the death of a pop icon like Prince or a movement like Black Lives Matter. How does Mayo Clinic evaluate and respond to these events in a way that’s timely and reflective of the organization’s culture, purpose and priorities?

To assist with quick decision making, the Mayo public affairs team, with support from PadillaCRT, developed an issues response tool that helps objectively evaluate and score an event to lend insight into the appropriate level of response. PadillaCRT’s Matt Kucharski will share the events leading up to creation of the tool and examples of the tool in action.

By the end of this webinar, participants will be able to:

•Learn how to identify all of the potential strategic factors that inform an organization’s response to an external social event including impact on employees, customers, benefactors and partners.
•Learn how to build a case for the most appropriate level of response to an external social issue using fact-based decision making and reducing emotion and gut feel.
•Understand the ranges of responses that may be appropriate when faced with an external social issue — both for internal and external audiences.

Presenter

Matthew John Kucharski, APR, president, Padilla

Matt Kucharski, APR, is president of Padilla. In addition to leading the agency’s business-to-business (B2B) and business-to-consumer (B2C) practice groups, he is a seasoned marketing, communications and business counselor with expertise in branding, corporate communications, reputation management and crisis/critical issues response.

Kucharski has planned and implemented strategic communications, brand building and reputation management programs and projects for a wide range of Padilla clients from global Fortune 500 enterprises to promising category challengers. He has extensive expertise in brand and reputation management, message development, thought leadership, integrated campaigns, new product and service launches and major company transformations. He also is one of the agency’s highly sought-after executive media and presentation coaches.

He is architect of Padilla’s Engaging for Action™ brand and communications planning methodology, which has been successfully executed on hundreds of client engagements. He is an adjunct instructor at the University of Minnesota and serves on several nonprofit boards.

        

Accreditation

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