A media crisis can hit any company or organization. A product safety recall, a customer data breach, even an insensitive comment or tweet from an executive can trigger a media firestorm.

Always-on cable news and social media can spread bad news and misinformation around the world in minutes.

A mishandled crisis can damage reputations and hurt bottom lines.  How well the media plan is executed is crucial to your success.

Repercussions from a mishandled media crisis can linger for years. Organizations that get it right can move fast to get past the crisis.

Meet the Expert

Susan Skinner

About Susan

  • Emmy Award-winning network producer with 15 years of journalism experience, 10 in network news
  • CNN Producer (1995-2005) - Emmy for CNN’s 9/11 coverage
  • Field producer for FOX News
  • Co-founder and principal of NewsReadyNow providing training for professionals who find themselves speaking in front of a camera for broadcast news, YouTube or Skype or preparation for crisis management

Experience

Partner • NewsReadyNow
2012 — Present
  • Media training and video production
  • On-camera training, crisis management and production services
Producer • CNN
1995 — 2005
  • Traveled for CNN with the Bill Bradley presidential campaign in 2004
  • Managed CNN’s coverage of the 2002 Salt Lake City Olympics
  • Won an Emmy for her part in CNN’s 9/11 coverage
  • Researched, pitched, planned and executed hundreds of network news stories and live events on natural disasters, politics, technology, the environment and entertainment
  • Covered the arrests and trials of the Unabomber and Scott Peterson, the G-8 Summit in Kananaskis, Canada, and guest appearances for many live CNN Shows, including Larry King Live
  • Assigned reporters and crews and determined story angles and logistics
  • Wrote CNN newswire and CNN.com stories for breaking and developing news
Associate Editor • Sierra Club
1993 — 1995

Education

University of Wisconsin-Madison
MA, Journalism
University of Michigan
BA, English
Packages with Susan starting from $400

Your Expert Package Includes:

Best Practices

Access to ALL Best Practices authored by TrustedPeer Expert Susan Skinner on this topic.

Pre-Call Discovery Process

Review and analysis of your issue with pre-call discovery questions by Susan, followed by a 30- or 60-minute one-on-one call. Sample

One+-on-One Call

Your (+colleagues) session is directed and focused from the first minute.

Session Summary Report

After your call, Susan completes a Session Summary Report to provide you with the session’s discussion topics, analysis, assessment and recommendations for next steps. Sample

Post-Session Engagement

After your session, continue your relationship with Susan on your own, or with TrustedPeer’s support.