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Breakfast Series: Recall Communications - Protect your Brand and Business

Element Vancouver Metrotown

BCFPA Breakfast Series:


How to Protect Your Brand and Business in a Recall, Operational Crisis, or Other Event

Thursday, February 8th 2018

Location - Element Vancouver Metrotown 

Google Maps: 5988 Willingdon Ave, Burnaby, BC

Transit Friendly - Metrotown station


Speaker: Shawn Hall from Apogee Public Relations

Stuff Happens.  You’ve got your Recall Plan and your Safety Plan in the event of a recall or other crisis.  Now what you do you tell the public, your staff and suppliers to save your business?  Being prepared with an effective Recall/Crisis Communications Strategy and Plan is critical. If you wait until tomorrow to respond – you’re too late.


In this session, you will get a foundational understanding of crisis and reputation management, covering off:

  • Types of crisis generally, and how those apply in the food industry specifically
  • How to avoid and plan for crisis
    • Causes of crisis
    • How to avoid crisis
    • Crisis planning
    • The importance of knowing your process
    • Exercising a crisis plan
  • What to do when crisis strikes
  • The types and nature of communications channels or audiences you should consider in a crisis:
    • Media
    • Social media
    • Internal
    • Suppliers & customers
    • Regulators
    • Other stakeholders – investors, etc.
  • Beyond PR – also consider legal and insurance


Role Playing Exercise

We’ll also conduct an active exercise, with each table assigned a crisis scenario to work through, coming up with your strategy, a list of primary and secondary audiences, and initial messaging.

About the Speaker:

When things are at their worst or most complex, Shawn is at his best.  

With more than 25 years in media, corporate communications, and consulting, Shawn Hall has developed a powerful insight into how people respond to information, and how to effectively communicate with a range of audiences. He’s worked as a newspaper editor and reporter in communities across British Columbia, communicated through a strike, taken on a New York hedge fund, managed financial disclosure in media in consultation with investor relations and finance teams at one of Canada’s largest technology and communications firms, and interviewed with media hundreds of times. 


If you have questions about peer groups, please email kelly@bcfpa.ca

Please describe any dietary restrictions, accessibility requirements, etc.
Feb 8 Breakfast Series - Recall Communications