Psychology of PR Crises Masterclass
Why register?
Most crisis communication training teaches you what to say. This masterclass teaches you why some responses rebuild trust and others destroy it for good, even when the messaging looks nearly identical on paper. If you're responsible for protecting your organization's reputation, this is the layer beneath the tactics you already know.
What you’ll learn.
Why "controlling the message" often backfires, and what actually restores stakeholder trust.
A behavioral science framework for diagnosing a crisis as it unfolds, not just reacting to it afterward.
What separates a crisis response that succeeds from one that fails, even under similar circumstances.
How to apply this framework to a real scenario, live, so you leave with something usable.
Masterclass overview.
In 90 minutes, live online, Prof. Eugene Chan walks through the psychology underneath brand and PR crises: why trust breaks the way it does, and what it actually takes to rebuild it. The session opens with a familiar "PR failure" reframed through a psychological lens, introduces a five-part diagnostic framework grounded in behavioral science, and includes a live applied exercise plus a contrasting case study showing the framework in action. It closes with open Q&A.
Who it’s for.
PR and communications professionals, marketing officers, and anyone responsible for protecting their organization's reputation under pressure. No background in psychology or behavioral science is required.
Your facilitator.
Taught by Eugene Chan (PhD Toronto), marketing professor, consultant, and published author of Managing Brand Crises and Consumer Behavior in Practice.
Reserve your seat now!
Monday, October 5, 2026, from 1 pm to 2:30 pm (Toronto/NY EST). After registration and payment verification, a calendar invite with videoconferencing link will be provided to the registered e-mail address. Physical/geographic addresses will be collected from participants after the event, for purposes of distributing the physical copy of Managing Brand Crises.
Why register?
Most crisis communication training teaches you what to say. This masterclass teaches you why some responses rebuild trust and others destroy it for good, even when the messaging looks nearly identical on paper. If you're responsible for protecting your organization's reputation, this is the layer beneath the tactics you already know.
What you’ll learn.
Why "controlling the message" often backfires, and what actually restores stakeholder trust.
A behavioral science framework for diagnosing a crisis as it unfolds, not just reacting to it afterward.
What separates a crisis response that succeeds from one that fails, even under similar circumstances.
How to apply this framework to a real scenario, live, so you leave with something usable.
Masterclass overview.
In 90 minutes, live online, Prof. Eugene Chan walks through the psychology underneath brand and PR crises: why trust breaks the way it does, and what it actually takes to rebuild it. The session opens with a familiar "PR failure" reframed through a psychological lens, introduces a five-part diagnostic framework grounded in behavioral science, and includes a live applied exercise plus a contrasting case study showing the framework in action. It closes with open Q&A.
Who it’s for.
PR and communications professionals, marketing officers, and anyone responsible for protecting their organization's reputation under pressure. No background in psychology or behavioral science is required.
Your facilitator.
Taught by Eugene Chan (PhD Toronto), marketing professor, consultant, and published author of Managing Brand Crises and Consumer Behavior in Practice.
Reserve your seat now!
Monday, October 5, 2026, from 1 pm to 2:30 pm (Toronto/NY EST). After registration and payment verification, a calendar invite with videoconferencing link will be provided to the registered e-mail address. Physical/geographic addresses will be collected from participants after the event, for purposes of distributing the physical copy of Managing Brand Crises.