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Logos to Lead PRSA Master Class in Crisis Communication

Logos Consulting Group will lead two-day immersive Master Class in Crisis Communication for the Public Relations Society of America (PRSA) in New York City on July 24 – 25, 2025.

 

This Master Class in Crisis Communication is designed equip PR professionals on how to maintain the trust and confidence of critical stakeholders when things go wrong. It focuses on the business decisions, management processes, and leadership skills necessary to anticipate, plan for, manage through, communicate about, and recover from crises affecting companies and other complex organizations.

 

Effective crisis response is a competitive advantage and a critical attribute of leadership. Effective crisis response protects an organization’s reputation as well as its financial condition, operations, relations with key stakeholders, and strategic focus.

 

This has always been the case in business. However, today we live an increasingly polarized, uncertain environment, where conditions are constantly shifting and the need to respond quickly and manage expectations effectively is more important than ever. In this context, PR professionals armed with the skills necessary to help leaders think clearly, make smart choices, and maintain stakeholder trust in a crisis have an opportunity to bring distinct value to their organizations.

 

This in-person, two-day immersion in best practices in crisis response is an opportunity for PR professionals to elevate their game when the stakes are high. The Master Class will help PR professionals enhance their skills to maintain or strengthen trust when it is at risk, restore trust once it has been lost, earn a seat at the table before decisions are made, and influence both leaders and lawyers to make the right choices in a crisis.

 

By the end of this master class, participants will be able to:

  • Understand the predictable patterns that crises follow and be able to anticipate how a given crisis is likely to play out.

  • Understand the decision criteria that help organizations make smart choices about what to do and say, when to do and say it, in a crisis.

  • Understand how to obtain public forgiveness when there are victims in a crisis.

  • Understand how to plan effectively for a crisis.

  • Get executive and legal buy-in on best-in-class protocols and procedures.

 

During the Master Class, participants will have the opportunity to test their skills through in-class written exercises and roleplay, designed to help participants master strategic concepts, their application and industry best practices through real-world scenarios. Participants will also receive a copy of The Agony of Decision: Mental Readiness and Leadership in a Crisis, which will serve as the source book for the Master Class.

 

Logos president Helio Fred Garcia and Logos Senior Advisor and Chief of Staff Katie Garcia will serve as lead faculty for this program. This is the sixth Master Class in Crisis Communication that Logos has led for PRSA. Previous Master Classes in Crisis Communication were held in 2018, 2019, 2020, 2021, and 2023.

 

This Master Class is designed for professionals who have significant (five years or more) experience in corporate communications, reputation management, public relations and marketing or brand communications.

 

Participants who attend and participate in the two full days and successfully

complete the in-room exercises will receive a Certificate of Completion. Participants with the APR credential earn 2.0 CEUs for this two-day workshop.

 

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