Proactive communication planning today includes a strong focus on crisis communication and management, with comprehensive plans, staff training, media relations protocols and prep for numerous scenarios. If there’s a weak link in the plan, it’s likely to be in the area of social media. When an incident or comment triggers a social media firestorm (from the unexpectedly annoying to a major disruption) are you prepared to manage the fallout and douse the flames? Learn how to establish a social media action plan along with tactics for when or when not to engage and take action, de-escalate commentary and keep your social media platforms working for you.

Panelists: Tom DeLapp, APR, president, Communication Resources for Schools, Rocklin, Calif., and NSPRA president-elect; and Kristin Magette, APR, director, communications, Eudora (Kan.) Schools

Moderator: Shane Haggerty, director, marketing and technology, Tolles Career & Technical Center, Plain City, Ohio, and NSPRA vice president at-Large for Communication Technology and Innovation