This workshop explores how proactive brand monitoring, timely responses, and strategic public relations can help public organizations navigate today’s complex communications landscape. In an era where everyone has social media and a camera, brand sentiment can shift rapidly and unpredictably. Communications teams are no longer reacting days later; they are responding in real time.
This session will examine how communications leaders and teams can stay in control of the narrative, build trust with internal leadership, and protect organizational reputation before issues escalate.
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- Why this topic matters and what attendees will walk away with
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Attendees who attend will learn:
- How to use Meltwater to monitor brand sentiment and report meaningful insights to leadership, helping establish internal trust in the communications function
- How consistent brand monitoring and community awareness allow teams to identify emerging conversations early, before they turn into full-scale crises
- How timely responses and strategic PR placements can redirect narratives, reduce risk, and protect organizational reputation during high-pressure moments
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- A short intro about you: your experience and why you’re the right person to lead this workshop
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Kristi Ferguson, Senior Manager, Communications and Community Relations
Kristi is a member of the Senior Leadership Team at the Abbotsford School District, where she provides strategic communications counsel to the executive leadership team and the Board of Education. She leads district-wide communications strategies that highlight the district’s vision, strengths, and achievements, strengthening public trust and brand reputation. Kristi oversees all district communications, ensuring the organization remains innovative, responsive, and accountable.
Mona Liu
Mona brings over 12 years of experience in marketing and communications, along with more than seven years of hands-on experience using Meltwater tools. At the Abbotsford School District, she supports the implementation of data-informed communications strategies, with a strong focus on brand monitoring, reporting, and audience insight.
In 2025, the Abbotsford School District faced a major public relations crisis that drew widespread media attention. Kristi led the communications team with strategic direction well before the crisis surfaced publicly. This workshop will walk through how advance planning, monitoring, and clear decision-making helped the district maintain over 87% positive or neutral sentiment despite multiple PR challenges within the same month.