It’s a fact: controversies today are tried in the court of public opinion more often than in any court of law. Those reputational trials can greatly influence public perception and thus tarnish an organization’s brand. With the rampant use of social media, that threat has grown exponentially. Consider the fact that an organization’s most important asset can be significantly damaged before a legal trial even begins. Indeed, since most legal challenges are settled prior to trial, the court of public opinion has arguably become the most important battleground not only for goodwill and market share, but also for legal bargaining and settlement negotiations. Managing this battleground has become critical for healthcare stakeholders, businesses and community leaders. The presenter will focus on a highly strategic approach to communicating during a wide variety of situations, offering methods for establishing and maintaining “control of the message,” enabling you to move your message forward or mount a defense against a sudden onslaught from traditional or social media.