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Staying Crisis-Ready: What Matters Most?
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest crisis communications expert Shawna Bruce, who shares her 40-year communications background, including 25+ years in military public affairs, work at Dow Chemical, and her current focus (since 2018) on training organizations to prepare for crises.
They discuss why crisis communications is now operational infrastructure, how to anticipate risks by studying incidents in your sector, and the importance of preparation, practice, reviews, succession planning, and internal coordination.
Bruce emphasizes message maps, fast approvals (including pre-approved holding statements), using owned media as a crisis hub, and having backups/shadows and realistic exercises ranging from lunch-and-learns to multi-day shift-based drills.
They address AI-driven misinformation, the need for trusted official channels, careful use of AI for planning (not unsupervised response), and how trust is tested and reinforced during crises rather than built from scratch.
00:00 Welcome and Introductions
01:57 Shauna’s Crisis Background
04:46 Preparation Over Parachuting
06:01 Why Crisis Comms Matters Now
09:33 Anticipating Risks by Sector
14:07 Comms as Part of Response
17:04 Air Canada Language Lesson
21:34 How to Practice Crisis Drills
29:09 Small Business Crisis Basics
33:23 Preapproved Holding Statements
35:35 Trust and Cadence in Crisis
38:02 Internal Comms Ripple Effects
40:20 Track Issues Before Crisis
41:20 AI Misinformation Reality
43:36 Own Your Channels
50:59 Build Trust With Humanity
52:36 AI For Planning Not Response
57:10 When Everything Feels Crisis
58:57 Educate Leaders And Triage
01:05:18 Preparedness Resources Wrap
Show notes:
Follow Shawna Bruce on LinkedIn: https://www.linkedin.com/in/shawnabruce/
Visit Shawna Bruce’s site: https://www.mdbruceandassociates.com/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
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By Michelle GarrettIn this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer talks with her guest crisis communications expert Shawna Bruce, who shares her 40-year communications background, including 25+ years in military public affairs, work at Dow Chemical, and her current focus (since 2018) on training organizations to prepare for crises.
They discuss why crisis communications is now operational infrastructure, how to anticipate risks by studying incidents in your sector, and the importance of preparation, practice, reviews, succession planning, and internal coordination.
Bruce emphasizes message maps, fast approvals (including pre-approved holding statements), using owned media as a crisis hub, and having backups/shadows and realistic exercises ranging from lunch-and-learns to multi-day shift-based drills.
They address AI-driven misinformation, the need for trusted official channels, careful use of AI for planning (not unsupervised response), and how trust is tested and reinforced during crises rather than built from scratch.
00:00 Welcome and Introductions
01:57 Shauna’s Crisis Background
04:46 Preparation Over Parachuting
06:01 Why Crisis Comms Matters Now
09:33 Anticipating Risks by Sector
14:07 Comms as Part of Response
17:04 Air Canada Language Lesson
21:34 How to Practice Crisis Drills
29:09 Small Business Crisis Basics
33:23 Preapproved Holding Statements
35:35 Trust and Cadence in Crisis
38:02 Internal Comms Ripple Effects
40:20 Track Issues Before Crisis
41:20 AI Misinformation Reality
43:36 Own Your Channels
50:59 Build Trust With Humanity
52:36 AI For Planning Not Response
57:10 When Everything Feels Crisis
58:57 Educate Leaders And Triage
01:05:18 Preparedness Resources Wrap
Show notes:
Follow Shawna Bruce on LinkedIn: https://www.linkedin.com/in/shawnabruce/
Visit Shawna Bruce’s site: https://www.mdbruceandassociates.com/
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
Book a no-obligation call to talk about your needs here.
About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.