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Crisis Communications: Lessons from the Pet Food Industry

March 15, 2018 @ 10:00 am - 11:00 am

It’s the worse nightmare for any brand manager or marketer — a negative news event that is so serious that it threatens the very existence of your brand.

But if a product recall, negative viral product review, or other problematic brand event were to hit tomorrow, would you and your brand be prepared?

Meet Ben Kaplan — the CEO of PR Hacker (https://prhacker.com). In the past 5 years, Kaplan has helped more than 25 major consumer brands address major crises or recover from existing ones — and helped protect more than $10 billion in brand revenue from pending crisis. Ben has also served on the Crisis Communications Advisory Board for the Wall Street Journal and other top media outlets.

In The Crisis Communications Matrix: Lessons from the Pet Food Industry, Kaplan uses case studies from an industry frequently hit by crises as a way to reveal key insights, strategies, and tactics to limit the negative impact of any major brand news.

You’ll learn how to:

Assess the likelihood of each potential threat
Learn from what other companies facing similar threats have done
Develop a system for rating each threat (and escalating when necessary)
Communicate with other stakeholders when minutes matter

Maybe you’re a small CPG company that needs a scrappy and high-impact crisis response strategy. Maybe you’re a big brand that can benefit from a systematized and proven way to build out this critical organizational function. Perhaps your competitors have experienced some mass crises but you haven’t yourself… or vice versa? Whether you’re a brand manager, marketing professional, agency leader, or hard-charging CEO, The Crisis Communications Matrix: Lessons from the Pet Food Industry event will show how effective preparation can protect your brand and help you navigate any issue with confidence.

Brand managers and marketing VPs who want to safeguard their brand in a time of crisis
CPG companies who face regular threat of product recall or complaints
PR professionals who help their clients navigate crisis communications
Startup founders and CEOs who need to iterate quickly on a crisis communication plan at less cost
Creative agency professionals who execute crisis communications for major brands
Anyone who wants to gain an understanding of crisis communications for their company or cause

– How to build a strategically sound threat assessment
– How to respond to your consumers tactfully
– How to activate emotions that signal immediate empathy
– How to “seed” positive content to push down negative news
– How to communicate with consumers even when you have legal limits
– How to establish credibility via transparency and positive actions
– How to convert online engagement into offline actions
– How to limit the effect of negative social media by geofencing
– How to reverse-engineer other crises to give you an enormous head start


March 15 —
>> 10:00 am PT (1:00pm ET): Main presentation
>> 10:45 am PT (1:45pm ET): Individual questions

IMPORTANT NOTE: This is a virtual event. On the day of the event, we will email you with a live stream link.

For those who purchase event livestream tickets, we’ll send out the livestream link and login information the day before the event. We’re livestreaming the event in high-quality, multi-camera video for an optimal viewing experience.


During the presentation, we’d love to have you ask us questions through our interactive web platform. Near the end of the presentation, Ben will select and answer a number of your questions to help get you started on the path to effective crisis management.


Ben Kaplan is the founder + CEO of PR Hacker, the world’s fastest-growing viral marketing firm. In under four years, PR Hacker has revolutionized the PR industry with its data-driven, viral-optimized, and growth-focused approach. He’s helped food and beverage brands like Budweiser, Smuckers, Del Monte, Jif, Dr. Pepper, and Folgers, as well as pet brands like Milk-Bone, Meow Mix, Milo’s Kitchen, 9Lives and more. Kaplan is the bestselling author of 12 books (including the viral hit How to Go to College Almost for Free), winner of the Morris Kronfeld Prize in Economics, champion tennis player, and investor pitch trainer to startups from more than 50 countries. He has personally appeared on more than 5,000 TV and radio programs, including interviews on Oprah, Good Morning America, NBC, CBS, ABC, CNN, Fox News, and the BBC.

Registration is FREE, but livestream seats are limited. Please reserve your spot by registering above.


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Let's create amazing together

We're hungry. We're scrappy. We'd love to learn more about how we can help.