During the 2013 PRSA Counselors Academy spring conference (June 9-11) in Austin, Texas, Tracy Weise will discuss her communications role during the Aurora, Colo., mass shooting.  The president of Weise Communications in Denver gave GMPR’s Dan Hartlage a sneak preview of her breakout session, entitled:  “Anatomy of a Crisis and the Impact of Social Media: Lessons Learned from Aurora.”

Tracy was lead media relations person for the Aurora Medical Center, where many of the victims were treated.  She said one key takeaway from the experience is that the communications processes continue to evolve dramatically.  It is difficult to overstate the impact of social media on how we get information out … as well as how we contain a story (or, for that matter, on how a story is told by someone else).

I must say – I was intrigued that an agency person (rather than a hospital communications official) would take on such a position during the crisis.  She said that she hears that often, and she will talk about the relationships that were already in place that enabled the communications approach to succeed.  And she will talk about how PR counselors can be in a position to do this for their clients.

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