Based in Baltimore, Wayne Schepens serves as the managing director of LaunchTech Communications, a public relations and marketing agency with a focus on emerging technologies. In January 2019, Wayne Schepens sat on a panel of experts for the American Marketing Association Baltimore chapter's two-part blog series titled “Communications Tips from the PR Pros: Crisis and Reputation Management.”
The discussion, which involved several public relations and marketing executives, centered on a society in which fake news and instant news notifications, as well as a distrust of politicians and corporations, has created an acute need for creative PR strategies. This is particularly the case in situations requiring crisis communication and brand management that will quickly steady companies that find themselves on shaky ground in the eyes of the public.
As Mr. Schepens describes it, his company LaunchTech works primarily in the cybersecurity sphere, with clients forwarding urgent requests for help in educating the public in a credible manner when crisis situations occur. He emphasized the importance of transparency and a proactive approach. By staying sincere and responsive in addressing the issue at hand, rather than reacting defensively, companies will be viewed as operating in good faith, he said.
