31 Aug

ABTA’s Crisis Management Communications seminar

How you interact with the media during a crisis can have a serious impact on your brand’s reputation, and ensuring you are ready to communicate during a crisis is so important in this digital age.

ABTA’s Crisis Management Communications events are tailored for the travel industry and designed to help travel businesses create an effective crisis communications strategy.
After the success of running this seminar in London, ABTA took the event to Manchester. Delegates were given an insight into how the media works and how to manage these difficult relationships, how to prepare internal spokespeople and how to put their plans into practice.

Event moderator Victoria Bacon, ABTA’s Director of Brand and Business Development, began the day by guiding delegates through the changing nature of the media as well as the role of the PR team and the importance of good media relationships. Industry expertise came from Rachel O’Reilly, Head of Communications at Kuoni and Adam Jupp, Manchester Airport’s Head of External Affairs who provided an insight into crisis planning, the importance of being prepared and crisis comms in a digital age. Adam’s top takeaway was having communication at the heart of your crisis plan and ensuring that these plans remain continually updated.

We were delighted to be joined by BBC Look North journalist Danni Hewson who gave a journalist’s perspective on how a crisis unfolds as well as a fascinating insight into the workings of a newsroom. Her top takeaway: The importance of providing journalists with accurate information fast.

The role of social media was a subject of debate and Rick Guttridge, Managing Director, Smoking Gun PR, who sponsored the event, explored social media fails and how to avoid them. His practical tips included utilising your own channels to their full effect and ensuring you listen across all channels.

In the afternoon, delegates were given the opportunity to put their skills to the test and take part in a role-play interview. They received invaluable advice and tips on how to prepare for media interviews and how to answer difficult questions.

If you were unable to attend this event but are interested in hearing more, we will be running it again in London on Tuesday 31 October. For more information and to register, visit our website.