B. Grantham, Associate VP from French West Vaughan educates us on how to prepare and manage PR situations for everyday events as well as crisis level events. "Crisis 101: Build The Ark Before You Hear The Thunder" Triangle Marketing Club’s Monthly guest speaker event August 30, 2016, 6 pm @ KnowledgeTree – 3210 Hillsborough St. , Raleigh, NC Hashtag: #twctonight TRANSCRIPT: I think it's an art form -- empathy, itself. If a natural disaster were to occur, what's the first thing you feel in your heart? You feel so sorry for those people. I think companies need to do a better job of relating that emotion to their stakeholders, to the public, and be sincere about it. We all know when people can fake sincerity; and I think companies need to embrace empathy when something happens; and to show, we're just one of you. We care just as much as you; and here's what we're doing to rectify the situation. If you've planned ahead of time for any possible scenario, whether that's holding statements, Q&A's, how would your Social Media team react when that crisis hits, it's just a matter of tweaking it rather quickly and executing on that plan.