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Modern media crises, trust and reputation


Today’s PR disasters move super-fast and in a media environment that easily ambushes brands and companies. Got a problem with social media? Facing hostile stakeholders? Staff behaving badly online? Facing a product recall or brand disaster?

Today’s companies are too often unprepared, unconvincing and vulnerable. And PR veteran Gerry McCusker says they really shouldn’t be.

Gerry literally wrote the book on PR Disasters and presents a no-BS and practical approach to the reputation management game. He’s a ‘go to’ expert media source when crises beset companies.

He is an internationally acclaimed author and a sought-after media commentator for issues management and reputation management.

Why book him? Great accent. Wisdom with wit. BS-free approach.

McCusker is able to capture attention, impart knowledge and maintain audience engagement, and has presented seminars on crisis management, crisis training and PR disasters at conferences in Australia, Dubai, Hong Kong, Kuwait, New Zealand, San Diego, Singapore.

His experience spans diverse industry sectors including Agri, Dairy, Education, Energy, Finance, Healthcare, Infrastructure, Media plus Oil and Gas.

And his company built Australia’s first home grown crisis simulation portal called The Drill.

Talking Points

Tough-to-Love Brands (and effective communications)

Not all brands are created equal (especially on social media). If you work for a government, issues-rich or imposting brand, you’ll love Gerry’s myth-busting presentations around online branding and repute.

PR Disasters author and expert Gerry McCusker now documents and explains the phenomenon of brands we love to hate. Many organisations fool themselves that customers and stakeholders actually value - and so engage fairly - with their brand. Don’t be a fool!

Just ask yourself; does your brand or business:
• deny
• enforce
• govern
• legislate
• licence
• patrol
• prohibit or
• tax?

If so, there’s a preset repetitional DNA that prejudices how you’re perceived. And also, how people will engage with your brand. McCusker’s fresh perspective on the PR and branding business informs key questions including:

How should tough-to-love brands engage online?
What is the role of an unlovable brand on social channels?
How can these brands better influence perceptions and PR?
How your brand must lose its addiction to soliciting friends, likes and loves.

Gerry McCusker is an IABC, all-star speaker and BS-free voice on corporate communications.
Gerry McCusker is one of the most insightful and extraordinarily entertaining speakers on the practice of public relations that I’ve ever seen. If I see his name on a speakers list for an event, I will either attend or recommend it to my colleagues and clients. Edelman Asia Pacific

Those of you who were lucky enough to witness Gerry McCusker’s wonderfully entertaining performance at Public Relations Institute of Australia’s conference in Canberra last October will remember it as one of the most popular, standing-roomonly presentations at the national conference.

Murdoch University, WA

Gerry injected both great humour and energy into our statewide public affairs forum. He was generous with his time and tailored his presentation squarely at our health oriented audience. As a direct result of Gerry's call to arms, we have established a working group to extend our knowledge of new media in ways that will better meet the challenges of communicating with our stakeholders into the future.

A QLD statewide public affairs forum organiser

Gerry was one of the top scoring speakers at the FroComm PR Summit in Sydney, May 2008. Gerry's style and outgoing personality was a great hit with delegates; as was his knowledge of public affairs and the role of new media in the PR mix. I would recommend Gerry as a keynote speaker for any conference on the topic of PR and/or New Media. Gerry also ran two discussion groups on new media and these too were very popular, confirming Gerry's knowledge of his subject in a more intense 1-on-1 situation.

FroComm, Sydney

Gerry was really good and hit the perfect spot for the group. I was very happy with that session and some of the preliminary feedback seems to suggest that the participants valued it as well. I would definitely recommend him.

Dairy Australia
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