audio close compressed excel CS_logo_icon_solid_yellow_alt Created with Sketch. x image insta-black menu pdf Print Share Asset 1 word


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.


  • Sales
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
View more
Let us know

and we'll send all the latest Saxton updates and news direct to your inbox
Thanks, you have been subscribed
View Shortlist