In this workshop, attendees will learn how some of the most decorated advertising agencies in the United States successfully navigated complex crises, how they served their clients during unprecedented times, and what they learned along the way. Based on academic research you will learn how complex crises can affect brand communication during different phases of threat and how to develop response strategies based on a variety of factors in preparation for the next crisis. You will have the opportunity to draft a Complex Crisis Response Advertising Strategy Grid for your agency or a client in preparation for the next crisis.

Speaker Bio:

Frauke Hachtmann is a full professor in the College of Journalism and Mass Communications at the University of Nebraska-Lincoln, where she holds the William H. Kearns Chair in Journalism. She teaches various courses including media strategy, campaigns, global advertising, introduction to advertising and public relations, crisis communication, FOX Sports University, personal branding, advertising research, and promotional writing. In 2021, she received the Association for Education in Journalism and Mass Communication Advertising Division Distinguished Teaching Award.

Dr. Hachtmann’s research focuses on crisis response advertising, the strategic use of emerging media in sports communication, and international advertising education. She recently published a book, Crisis Response Advertising: Insights & Implications from COVID-19. In addition, her research has appeared in the International Journal of Sport Communication, the Journal of Digital & Social Media Marketing, Advertising & Society Review, the Journal of General Education, and the International Journal of Learning. Her work has been supported by grants from Duke University and the University of Nebraska–Lincoln Research Council. Prior to being a faculty member, she was a media buyer, editor, and graphic designer for the Nebraska Athletic Department as well as a sales promotions manager in Germany. She came to the University of Nebraska-Lincoln as a full-scholarship student-athlete on the women’s tennis team.

Dr. Hachtmann is a board-certified professional coach, consultant, and speaker. For more information about her services, please visit www.ultimatepathfinder.com and/or connect on LinkedIn @fraukehachtmann.

Parking Information:

Metered street parking is available and garage parking is available at University Square Garage.