The person who said all news is good news was lying. Some news can damage a brand’s reputation for years – think BP, Volkswagen and Chipotle. The truth is all organizations, no matter how big or small, may eventually find themselves faced with a communications crisis issue.
When your organization faces a crisis of public perception, you have just 24 to 48 hours to make hundreds of little decisions. Each may seem insignificant on its own, but they all interact. Sometimes, these decisions reinforce each other. Sometimes, they cancel other out. In the end, all these little decisions could impact how your company is perceived for the next month, year and maybe even decade. Your leadership, your legacy and your brand are all at stake. Can you afford to get it wrong?
The American Counseling Association tapped Epic to execute, communicate and strategize their courageous and bold move to relocate their conference from Nashville, TN to another location. This association’s difficult decision was based on a discriminatory law (HB1840) passed in TN that enables counselors to turn away LBGTQ clients.
ACA's CEO, Rich Yep, was also interviewed by several top-tier media outlets and received more than 863 articles in prestigious publications such as the New York Times, Washington Post and USA Today.
In the September/October Issue of Associations Now, Rich Yep was recognized for his leadership role in making the tough decision of moving the association’s conference and taking a stance on discrimination. Epic is proud to continue to help ACA in its efforts.