38. Crisis Communications and TikTok Engagement with Molly McPherson

Smart Talk Series

Social media is a powerful tool every PR professional needs to know how to use. But what happens when that power gets out of your control and creates a crisis? Today, Melissa discusses the importance of understanding crisis communication in every part of your career evolution with crisis comms and TikTok strategist Molly McPherson.
About Molly:
Public relations expert Molly McPherson knows how to handle a crisis. Molly served in the external affairs office at the Federal Emergency Management Agency (FEMA) where she introduced the agency's first digital media efforts in response to the public backlash from the Hurricane Katrina response. As Director of Communications for Cruise Line International Association in Arlington, Virginia, Molly handled the official media responses related to maritime security during the 9/11 attacks and the norovirus outbreak on cruise ships in 2002. Molly is the host of the Indestructible PR Podcast bestselling author of the book Indestructible: Reclaim Control and Respond with Confidence in a Media Crisis, and creator of a popular TikTok account that makes PR crises easy to follow and easy to avoid. This year she was Adweek Creative Visionary Award Winner: Careers Creator of the Year.
Topics covered:
- Pop culture and PR
- From FEMA to TikTok
- Crisis communications fundamentals
- The importance of monitoring social media
- Advice for young professionals
Actions to take:
- Be open to change
- Live by your principles
- Use social media wisely
Resources mentioned:
- Southwest Key Programs
- Hispanic Women's Network of Texas
- Fierce Mujeres
- Hispanic Public Relations Association (HPRA)
- Molly's TikTok
- The Muppets Mayhem
- Grimace Challenge
- Tide Pod Challenge
- Smart Talk: Public Relations Essentials All Pros Should Know
- MVW Communications
- PR Pro Gear