Inside the Room: NYWICI’s Crisis Communications & Reputation Management
On November 13, 2025, New York Women in Communications (NYWICI) brought energy, expertise, and community to Fordham Law School during a morning dedicated to one of the industry’s most essential disciplines: crisis communications. As part of Ragan’s Communications Week, the event combined practical insights with NYWICI’s signature warmth, connection, and camaraderie.
From NYWICI President Brandi Boatner’s energizing welcome to a powerful panel featuring leaders from PayPal, Nasdaq, Burson, and Wolters Kluwer, the program provided attendees with clear strategies, fresh perspectives, and a solid understanding of what it truly takes to lead organizations through high-pressure moments.
A Warm Welcome and a Call to Connect
Brandi opened with humor and warmth, encouraging everyone to meet at least three new people in celebration of her upcoming birthday, a networking challenge the room eagerly accepted. She also reminded attendees of the purpose of Communications Week: that communicators deserve a dedicated space to learn, connect, and shape the future of their field, just as colleagues in advertising and social media do.
When Brandi greeted the room with a cheerful “Good morning,” the audience responded quietly. She smiled and asked everyone to try again, prompting a louder, more energized reply. Laughing, she said this was the level of energy she was ready to match all day.
Her welcome combined pop culture references (from Love Island to K-pop), heartfelt shoutouts (including attendees who traveled from Nebraska), and gentle but meaningful leadership reminders. Her message was simple: Communications Week matters because communicators matter. And in a world shaped by constant crises from unexpected headlines to misinformation, clear, ethical communication has never been more important.
Fordham University President Tania Tetlow delivered a welcome message via video, highlighting Fordham’s rich history in New York City and its dedication to educating students who will lead and innovate in their careers.
With that, the room settled in. The lights shifted. And the morning’s main program began.
Meet the Experts: Leadership in Crisis
Moderator: Linda Gharib, VP, Brand & Communications, Wolters Kluwer
Panelists:
- Sam Wolf, Executive Vice President, Corporate & Public Affairs, Burson
- Emily Pan, Head of Business Communications, Nasdaq
- Caitlin Girouard, Director, Corporate Communications, PayPal
Together, they delivered a focused, candid masterclass on navigating organizational crises with clarity and strategy.
What Exactly Is a Crisis?
The panelists drew a clear line between issues and crises:
- Issues are ongoing challenges that can be monitored, anticipated, and prepared for.
- Crises are acute events that threaten reputation, operations, or safety—and require rapid, coordinated action.
At Nasdaq, Emily explained, a crisis often arises from an expectation gap of what stakeholders need to know versus how quickly an organization can responsibly communicate it.
The First 24 Hours: Calm Is Contagious
The panelists emphasized that the tone of a crisis is set internally long before any external messaging is released.
Key principles included:
- Stay Calm
Communicators become emotional anchors. A steady presence prevents panic from spreading.
- Get the Facts
Incomplete or inaccurate statements can create long-term damage. Accuracy must come before speed.
- Be Consistent and Clear
Messages to media, employees, regulators, and customers should align so be consistent and clear; nuance can get lost quickly in an evolving situation. Remember: internal communications can easily become public so assume anything issued will be shared.
- Pick Up the Phone
Emily offered one of the day’s standout reminders:
You can be quoted saying “declined to comment, but never “could not be reached.”
Responsiveness builds trust—even with no new updates.
Choosing the Right Spokesperson
Not every crisis requires the CEO to speak up. Spokespeople should match the situation and you’ll likely want to involve legal counsel:
- Product or technical issues → CTO or product lead
- Financial matters → CFO
- Company-wide or reputational crises → CEO
Preparation is essential. Sam described her “batting practice” approach: rapid-fire tough questions to help executives prepare for direct reporters.
Crisis Messaging: Say Less, Say It Clearly
The panelists agreed on a guiding principle:
Short statements are strongest.
Long statements invite:
- misinterpretation
- selective quoting
- out-of-context snippets
Aim for one or two sentences. Reporters will compress your message—give them less to lose.
When Should Companies Speak Out?
With global events happening constantly, not every crisis requires a public statement.
- Consider speaking when:
- The issue directly affects your company
- Regulators require disclosure
- Silence could cause harm
- It aligns with your company’s stated values
Consider staying quiet when:
- The crisis belongs to another organization
- Commenting would escalate the situation
- Speaking creates a larger narrative than the issue itself
Transparency: Honest, Not Exhaustive
Transparency does not mean sharing everything.
It means being:
- accurate
- empathetic
- measured
- appropriate
- consistent
Employees want clarity and reassurance, not speculation or overload.
Preparation Makes the Crisis Easier
Crisis-ready organizations:
- Build cross functional relationships across legal, HR, R&D and other functions
- Maintain playbooks tailored to common issues
- Run drills and simulations
- Clarify approval workflows
- Rehearse messaging with executives
Practice in calm moments makes decisive action possible in urgent ones.
Measuring Success When “Nothing Happens”
Crisis success is often invisible but significant.
Panelists shared metrics such as:
- stories prevented or minimized
- whether the company’s framing appeared in the first major article
- decreases in stakeholder inquiries
- regulator and client sentiment
- internal calm and alignment
In crisis communications, no headline can be the biggest win.
Building a Crisis Communications Career
Three themes stood out:
- Raise Your Hand
- Volunteer
- Assist and learn by doing
- Observe
Crisis experience comes from showing up.
- Be Curious
Know your organization’s business and associated risks. Understand key stakeholders, their expectations and the channels to engage them. Follow reporters and news closely.
- Master the Details
In a crisis, small mistakes become major setbacks.
Final Leadership Lessons
Each panelist shared the principle that guides them:
- Sam: Know which problems are “glass” (fragile) versus “rubber” (bounce back); this will help you prioritize how you spend your time and what you address. Protect your people and be human.
- Emily: Preparation builds emotional stability. Have multiple plans.
- Caitlin: Trust—across teams and leadership—is the foundation of any crisis response. Building relationships across the organization and being able to activate those relationships in a crisis can be the difference between success and failure.
Interactive Crisis Workshop: Turning Insight into Action
Following the panel, Steve Hirsch and Julia Chappell of Hirsch Leatherwood led an interactive workshop. Attendees worked through worksheets, wrote definitions, and analyzed real case studies.
Key takeaways included:
- Crisis communication is both proactive and protective
- Most crises are smoldering, not sudden
- Speed matters, but accuracy matters more
- If you don’t communicate quickly, someone else will—possibly with your logo attached
The workshop reinforced a central truth:
You cannot predict every crisis.
But you can prepare for every category.
NYWICI Annual Meeting: A Year of Impact and Emotion
After the workshop, Brandi returned to the stage for NYWICI’s Annual Meeting. Her tone shifted—this was personal.
“Being President of NYWICI has been one of the most significant moments of my adult life,” she said, her voice cracking.
She reflected on a transformational year marked by innovation, resilience, and intentional growth.
2025 Highlights
Brandi shared accomplishments that defined the year:
- 12 in-person events (10 sold out)
- Women of AI Summit sponsored by Yahoo and Signal AI
- Galentine’s Day event sponsored by Hinge
- Beverly Wettenstein Speaker Series addressed women’s Healthcare
- New NYWICI logo unveiled at 2025 Matrix Awards
- Hermès VIP Night and MM LaFleur event
- NYWICI’s flagship event, Matrix Awards
- 2nd annual Comms Career Conference
- NYWICI’s Trailblazers Awards
Each event reflected NYWICI’s commitment to community, access, and professional support.
Scholarships: The Heart of the Mission
NYWICI expanded the number of scholarships offered from 11 to 17. Brandi shared a moment when a mother told her:
“I have never been more proud of my daughter.”
It captured exactly why NYWICI’s work matters.
The 2026 Leadership Team
Immediate Past President Laura Brusca took the stage to introduce the 2026 NYWICI leadership team, an announcement filled with gratitude, recognition, and momentum. She began by honoring Brandi Boatner’s exceptional leadership during a challenging year, emphasizing how Brandi helped modernize the organization, improve communication, and keep NYWICI’s spirit alive during a period of growth and change.
Laura also acknowledged the Communications Team, calling out their dedication and constant work behind the scenes. She thanked:
- Lori Greene, who led NYWICI’s social media with tireless energy and consistency in 2025
- Emily Dindoffer, stepping into a strengthened communications structure as VP, Content
- Julia Chappell, who will be transitioning from Programming into Communications as the VP, Public Relations
- Ro Kalonaros was recognized for her support and willingness to take on expanded responsibilities including VP, Social Strategy in 2026
With that, Laura unveiled the 2026 board:
- Beth Feldman – NYWICI President
- Abi Evans – President-Elect
- Brandi Boatner – Immediate Past President
- Laura Brusca – Chief Trailblazer Officer
- Sydney Williams – Chief Financial Officer
- Singleton Beato – Chief Strategy Officer
- Elizabeth Cornish – Chief Communications Officer
- Debbie Presser – Chief Partnerships Officer
- Carolyn Ksiazek – VP, Corporate Partnerships
- Tracy Chevrier – VP, Corporate Partnership
- Annie Lohmeyer Riva – VP, Corporate Partnerships
- Megan Hess – VP, Academic Engagement
- Chelsea Orcutt – Chief Student and Early Career Affairs Officer
- Megan Hess – VP, Academic Engagement
- Maria Ungaro – VP, Scholarships
- Alyssa Bernstein – Chief Membership Officer
Alyssa’s new role, Laura noted, reflects NYWICI’s evolving approach to membership. Rather than focusing solely on recruitment, her priority will be building connections, ensuring members feel heard, and embedding member voices into every aspect of organizational strategy.
Programming leadership will continue to expand with:
- Linda Gharib – Chief Experience Officer, returning after leading more than 20 events in-person and virtual events in 2025
- Angelique Morelli – VP of Executive Programming
- Erika Speed – VP of Professional Programming
- Joanne Trout – VP of Professional Programming
Lori Greene will move into Rising Star Programming, returning to her passion for student-focused engagement and early-career development.
NYWICI’s podcast team, Julie Hochheiser-Ilkovich and Georgia Galanoudis, will continue shaping the organization’s audio storytelling. They will be joined by Elina Kazan, the incoming Chief Matrix Officer, who brings extensive experience (including the Macy’s Day Parade) and will help lead major event production.
Laura closed by thanking the Nominating Committee, Donna-Jean Plante, Elizabeth Cornish, Georgia Galanoudis, Julia Chappell, and Lori Greene for orchestrating what she described as “a complex puzzle,” and reminded members that their participation and engagement are what truly keep NYWICI strong.
Looking Ahead: 2026 and the Butterfly Effect
Incoming President Beth Feldman then shared her vision for the year ahead, revealing her theme for 2026: The Butterfly Effect. She described it as a reminder that small actions can create meaningful, lasting change, especially in an ever-evolving communications landscape.
Beth spoke candidly about how the industry continues to shift, and how communicators must now be multi-skilled, adaptable, and continuously learning. Her goal is to ensure that NYWICI members feel supported through every phase of their careers, whether entering the field, pivoting industries, or navigating leadership roles.
Beth’s 2026 initiatives include:
- Mentorship Office Hours
Monthly sessions with board and executive board members—offered both in person and virtually to give members direct access to guidance, career conversations, and professional support. Beth and Chief Partnerships Officer Debbie Presser will lead the first session in January.
- Expanded Peer Mentorship
Drawing on insights from Advertising Week and the Trailblazers Awards, Beth emphasized the importance of having peer mentors alongside senior mentors. NYWICI will formalize structures that foster community among members at similar career stages.
- Enhanced Programming
More in-person networking, more opportunities for organic connection, and more professional development events tailored to member needs.
- New Student Offerings
Expanded Rising Star programming, strengthened academic engagement, and additional pathways for students to connect with professionals across different fields.
- The 2026 Matrix Awards
Five honorees are already confirmed, representing major media companies, global agencies, and top-tier social platforms. Beth also shared that the co-executive producer of the SAG Awards will produce the 2026 Matrix Awards—promising a memorable, high-impact show.
- Beverly Wettenstein Series: The New York Experience
This year’s theme will spotlight New York’s tourism, travel, and hospitality sectors, offering members insight into thriving industries and career pathways they may not have considered. The event will take place on March 26 at Omnicom’s headquarters.
Beth closed with a call to action: get involved. Join committees. Pitch ideas. Volunteer. NYWICI thrives when members contribute their voices, creativity, and leadership—every small action makes an impact. Her vision for 2026 is clear: a year defined by connection, mentorship, growth, and the power of small actions that create transformative change.
