Tom has been helping organizations prepare for and manage crises for more than 25 years. Through his experience with Fortune 500 companies he developed an effective and nuanced approach that helps clients anticipate and navigate crises in a way that both respects myriad stakeholder groups affected and minimizes impact on brand value.

 

His work with companies such as Airborne Express, Best Western International, Johnson Controls and Northwestern Mutual has resulted in an institutional repository of best practices that inform effective strategies that help businesses when they’re needed most. Tom is a member of the Homeland Security Information Network. He has created the crisis communications undergraduate curriculum at Marquette University where he is an instructor.

 

Sandra Peterson has more than 20 years of experience assisting companies with navigating crisis situations and successfully managing their reputations. She began her career covering many crises as a broadcast journalist, which gives her keen insight and ability to help businesses manage media relations during difficult times.

 

She also specializes in helping organizations proactively manage their online reputation with comprehensive monitoring and analysis, and programs to improve their reputation.

 

Sandra has earned certification in Federal Emergency Management Agency (FEMA) Integrated Emergency Management.