It’s a Crisis and You Need to Apologize….Do You Know What to Say? And When Do You Say It?
It’s become routine in a public crisis: public figures and company representatives standing in front of the cameras, issuing an apology after having been exposed in some form of wrongdoing, or when something goes horribly wrong. Yet instead of helping to resolve the situation, the apology often makes things worse. Join PRSA Suburban Chicago on Tuesday, September 8th, as Michael Shmarak presents a look at the role of apologies in a crisis, and how to make them an effective tool instead of fuel to the fire.
Michael is the Vice President/National Media Relations Director at Jarrard Phillips Cate & Hancock, and is also Adjunct Lecturer, Northwestern University School of Professional Studies. With more than 20 years of experience, his current and past representation of clients span several industries, including professional services, real estate, hospitality, retail, technology and investment banking.
Prior to joining Jarrard Phillips, Michael was the Vice President in charge of DKC Public Relations, Marketing & Government Affairs’ Chicago office. He was previously the Principal of Sidney Maxwell Public Relations, a Northbrook, Illinois-based public relations consultancy. His work included senior-level client counsel, traditional and social media relations, communications infrastructure development and adversity management. He previously served as director of Ruder-Finn’s Corporate Affairs Practice, and was Account Supervisor/Media Relations for Ketchum in Chicago.
Michael earned an MBA from Wayne State University in Detroit, MI and received a BSBA in Marketing from The Ohio State University.
Tuesday, September 8 • 6-8 p.m.
Uno Pizzeria in Schaumburg (Woodfield Mall)
$25 Members, $35 Non-Members, $20 Students
Ticket includes dinner and program