Communicating to the Public: The Cost of Reputation Mismanagement

Single module registration of the Strategic Communications Track of NSPRA Academy

Most reputation challenges do not begin as crises, they begin as issues that were underestimated, mishandled, or ignored. This session focuses on the communication decisions that shape public perception long before a situation reaches crisis level. Participants will explore reputation management, issues management, public confidence, and the factors that influence how communities interpret organizational actions and decisions. Through examples from education and beyond, participants will examine common mistakes that damage credibility, amplify concerns, and erode confidence over time. Together, they will analyze strategies for identifying risks early, responding thoughtfully, and protecting reputation before issues become larger problems.

Speakers:

• Kenon Brown, Ph.D., Director, Institute for Communication and Information Research and Professor, Department of Advertising and Public Relations at the University of Alabama
• Stacy Hawn, Communications Coordinator | Bennington Public Schools, Neb.