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The First 24: Navigating the Initial Moments of a Brand Crisis


Time:12:00 PM EDT/9:00 AM PDT

Duration:60 minutes 

Crises are inevitable, unavoidable and – even with the best preparedness – can be unpredictable.

And in many cases in our digital, 24-7-365 world, the damage to your brand only takes mere minutes to formulate and becomes a potentially long-lasting problem your brand will be dealing with consistently. Social media conversations, news media narratives and disinformation quickly turn minor problems into viral catastrophes. Yesterday’s hyperlocal media hit is tomorrow’s international front-page story.

How the communications team collects information, assesses the situation, involves partners and ultimately responds is crucial. However, it’s the first 24 hours that often represent the crucial snapshot of time that makes all of the difference.

This conversation, presented by NetBase Quid in partnership with PRWeek, discusses the specifics of how immediate reactions and thoughtful responses can mitigate a PR crisis, or put a company on the right path to recovery, using real-world examples to illustrate the need for preparation and a quick response to keep brands intact. 

During this hour, we’ll discuss:
•What are the critical steps to forming a crisis management strategy that moves fast and can mobilize with speed and urgency
•Why creating a foundational “dashboard” for crisis tracking is a difference-maker and supports sharing of information with collaborative teams (legal, HR, etc.).
•How to best – and most immediately – use media analytics in crisis situations
•Why measuring the response, conversation and impact in real time helps set the tone for how and where to react and respond
•And much more

-Brandon Chesnutt, Partner, VP of Digital Strategy & Development, Identity
-Mike Baglietto, Global Head of Product Marketing, NetBase Quid 


Brandon Chesnutt

Partner, VP of Digital Strategy & Development


If Brandon Chesnutt had a superpower, it would be “clarity of thought.” When a client partner can’t see the proverbial forest through the trees, he is the expert who starts cutting down obstacles with a chainsaw in order to clear a path. As Vice President of Digital Strategy & Development, Brandon is responsible for architecting client programs and providing an elevated level of strategic insight and direction across the agency. And when there is a marketing challenge or issue, he’s the one who digs deep to find the right solution. Just give him a whiteboard and let him run. After joining the agency in 2007, Brandon founded Identity’s social media practice group, which is recognized as one of the first dedicated social media teams within Detroit’s PR landscape. And once it became clear that social media wasn’t going anywhere, Brandon’s team helped to propel the agency’s growth and diversification of services within the digital space. While leading Identity’s social media efforts, he garnered more than a dozen social media and communications awards for digital strategy, content development, company blogs, crisis communications and more. This has led to the development and launch of hundreds of successful campaigns on behalf of high-growth startups, mid-size companies, real estate centers and mixed-use properties, organizations operating within highly regulated industries, and Fortune 100 brands. Brandon is a sought-after speaker on the topic of social media strategy and digital crisis management. He has presented at social media and digital marketing conferences around the country and shared the stage with representatives from the world’s biggest brands, including VISA, Taco Bell, Chili’s Bar & Grill, IMAX, Western Union, GoDaddy, BuzzFeed and many more. He brings contagious energy and enthusiasm to the stage, along with real-world, applicable examples of companies succeeding—or failing¬—in the digital space. A member of the Crain’s Detroit Business “20 in their 20’s,” Brandon’s business accomplishments, community involvement and viral content have also been featured in Inc. Magazine, Huffington Post, Detroit Free Press, Detroit News, FOX2 News Detroit, Ragan’s PR Daily,, Mashable, Rolling Stone and Detroit News. Outside of the office, Brandon loves to travel with his wife, Heather. He is also an avid gamer, sports car fanatic, craft beer snob and doting dad to Calvin, his infant son named after the famous comic character, and a fluffy and obnoxious goldendoodle named Scout.

Mike Baglietto

Global Director of Product Marketing

NetBase Quid

Mike has 15+ years’ experience developing marketing strategies, campaigns and content for addressing the needs of targeted audiences. His experience spans from product management and product marketing to demand generation and social media.

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