Strong media relations and crisis communication skills are must-haves for today’s PR pros. Being ready to respond when a crisis hits, knowing how to shape your message under pressure, and building trust through every interaction are all key to leading with confidence.
Join us for PRSA Lookout’s 2025 Crisis Communications Workshop on Wednesday, June 4 from 10:30 a.m. to 4:15 p.m. at the Chattanooga Police Service Center. This full-day, interactive session will be led by seasoned public information experts Amy Maxwell, MPIO, AEMT, CEM-TN, and Dr. Joe Trahan, III, APR, Fellow PRSA, who bring years of real-world crisis leadership and media training experience. Buy your ticket!
You’ll learn how to:
• Deliver clear, credible messages using the Nine Steps for Crisis Communication
• Master the A-C-C-C x2 technique: Anticipate, Coordinate, Cooperate, Communicate
• Use the 27-9-3 command messaging strategy to make your key messages stick
• Build trust with your audiences through hope, compassion, stability, and trust
• Respond confidently to tough questions and hostile interviews
• Prepare effective opening and closing statements that resonate and get aired
• Operate within the Joint Information Center (JIC) framework
• Avoid common missteps like speculation or inconsistent messaging
• Lead with integrity using the core values of Crisis Communication Leadership
You’ll also participate in a dynamic tabletop exercise to apply your new skills across multiple simulated crisis scenarios — gaining experience in real-time media response, leadership decision-making, and message control.
Don’t miss this opportunity to elevate your communications toolkit and learn directly from the pros trusted to lead when it matters most.
Location: The workshop will be in the Chattanooga Police Service Center at 3410 Amnicola Hwy, Chattanooga, TN 37406. Attendees should park in the lot at Wisdom and Amnicola and enter through the CPD entrance on Amnicola. Please refer to the image and instructions above for guidance.
Tickets: $25 Students, $45 Members, and $75 Non-Members. RSVP now and reserve your seat!
Agenda:
10:30 a.m. – Tour of The CPD Police Services Headquarters
11-11:15 a.m. – Introductions & Course Objectives
11:15 a.m.-Noon – Crisis Communications Dos & Don’ts
Noon-1 p.m. – Working Lunch & Crisis Communications Do’s and Don’ts continued
1-1:15 p.m. – Break
1:15-2 p.m. – Crisis Communications Do’s and Don’ts continued
2-3 p.m. – Tips on How to Handle Misinformation,Disinformation and Mal-Information(MDM)
3-4 p.m. – Crisis Communications Practical Exercise
4-4:15 p.m. – Questions & Final Wrap-up
OUR SPEAKERS
Amy E. Maxwell, MPIO, AEMT, CEM-TN
Amy Maxwell is currently the Public Relations Manager for Hamilton County Office of Emergency Management/Homeland Security (HCOEM) in Chattanooga, Tennessee. Since becoming the Public Relations Manager in 1999, Maxwell serves as the media liaison for Hamilton County Office of Emergency Management/Homeland Security, Field Services and EMS. Maxwell works proactively and independently to develop and implement special projects, programs and events initiated by HCOEM.
Maxwell provides creative support for internal and external communication efforts for HCOEM, 13 volunteer fire/rescue agencies, Hamilton County EMS and additional supporting agencies including print publications, websites, electronic communication, community engagements, media and video productions. She is the administrator for ten social media accounts and a webmaster for five websites. She prepares Integrated Public Alert Warning System (IPAWS) messages for Emergency Notifications for the public.
She has assisted as the main media liaison in several large relief efforts, such as, Hurricane Katrina & Gustav, several tornadoes that have struck the Hamilton County/Chattanooga area and the Chattanooga Shootings in July 2015. Maxwell is also a photographer and videographer for Hamilton County Fire Training. She has been a national photo winner six times in the Nationwide IFSTA/Fire Protection Publication. She is a webmaster and social media coordinator for several agencies. Part-time, Maxwell is the Communications Director for the Tennessee Fire Chief’s Association.
Amy received her Bachelor’s Degree from the University of Tennessee at Chattanooga in 1993 in Communications, Public Relations and Marketing. In March of 2000, she received her AEMT certification from Chattanooga State Technical Community College. In 2024, she received her Master PIO certification through the University of Tennessee. Maxwell is a Certified Emergency Manager for the state of Tennessee and a member of Emergency Management Association of Tennessee.
Dr. Joseph V. Trahan, III, APR, Fellow PRSA
The New Orleans native has forty-one years of public relations/affairs experience in governmental, association, and educational and non-profit public relations. Additionally, Dr. Trahan is also LTC(R) Joe Trahan, United States Army Reserve (USAR), former Commander of The 314th Public Affairs Operations Center (PAOC) (USAR) located in Birmingham, Alabama. Dr. (LTC-USAR) Trahan has successfully operated four Joint Information Bureaus (JIBs) and one Joint Information Center (JIC) from 1991-94. Some of Dr. (LTC) Trahan’s JIB/JIC Assignments were: Joint Logistics over the Shore (JLOTS)-1992; Presidential Task Force Andrew-1992; The National Boy Scout Jamboree -1993 and The 50th Anniversary of Operation Overlord-1994. Since 1998, Dr. Joe Trahan has superbly Media Relations trained over 3,500 people yearly in: 46 US states, England, Norway, France, Belgium, Paraguay, Mexico, Canada and The Netherlands.
Dr. Joe Trahan, APR graduated from Tulane University with a BA degree in American Military History, a MA degree in Public Relations from Ball State University and a Ph.D. in Mass Communication with an emphasis in Public Relations and Advertising from The University of Southern Mississippi. Currently, Dr. Trahan is The Past Chair of The PRSA Educators’ Academy. Finally, Dr. Joe Trahan is an accredited member of Public Relations Society of America, a former National PSA Board of Director and National PRSSA Faculty Advisor. He was inducted into The Rowan University Public Relations Hall of Fame for lifetime distinguished contributions to The Public Relations Profession in 2019.He was inducted into The Southern Public Relations Federation(SPRF) Hall of Fame for bringing distinction to The Public Relations Profession in 2016. He was awarded The Lloyd B. Dennis Award by PRSA in 2009 for Distinguished Leadership in Public Affairs. Dr. Trahan is currently a FEMA Emergency Management Institute(EMI) Certified Public Information Officer Instructor for The Basic through The Masters PIO Courses. Additionally, he is a FEMA EMI Executive Academy Instructor. He’s also a long time fan of The World Champion New Orleans Saints!