High-Stakes Panel to Tackle PR Disasters at Women in Media National Conference
- Jul 10
- 2 min read
When crisis strikes, how do you fix the problem, protect your brand and keep your head above water?
At the 2025 Women in Media National Conference, a standout panel of crisis communication and reputation management experts will tackle the toughest PR disasters – from executive misconduct and product failures to tone-deaf campaigns and the dreaded ‘non apology’.
The session, ‘Crisis Comms: Surviving the Storm’, will take place on Friday, 15 August at ICC Sydney, bringing together leading voices in communications, psychology, and media strategy.
From the traumatic impact of public scrutiny to the challenge of rebuilding trust, the panel will explore how to survive the storm – and what to do when you find yourself at the centre of one.
Because as Sue Cato says: ‘Everyone has a strategy until they get punched in the face.’
Panellists include:
Sue Cato AM – Partner at Cato & Clive
Sally Cray – Chief Communications Officer at the Reserve Bank of Australia
Adam Ferrier – Founder and Chief Thinker at Thinkerbell
The session will be moderated by Professor Monica Attard OAM, award-winning journalist and Co-Director of the UTS Centre for Media Transition.
Sue Cato AM is one of Australia’s most trusted advisers on high-stakes corporate issues, with more than 30 years’ experience in strategic communications and special situations management. A former political staffer and founder of Cato Counsel, she now leads Cato & Clive. Sue serves on several major arts and research boards and is a sought-after commentator on business and leadership in the national media.
Sally Cray is the Reserve Bank of Australia’s inaugural Chief Communications Officer, leading its new Communications Department. With more than 20 years’ experience across politics, financial services, and media, she has advised at the highest levels of government and business. A Principal Private Secretary to former Prime Minister Turnbull, Sally is a strategic operator in complex environments, bringing deep expertise in crisis comms, stakeholder engagement and reputation management.
Adam Ferrier is one of Australia’s leading consumer psychologists and the founder of award-winning agency Thinkerbell, which blends creativity with behavioural science to deliver what they call “measured magic.” A recognised authority on brand strategy and crisis thinking, Adam is also a media regular (Gruen, Sunrise, The Project) and author of two books on behaviour change. He’s helped some of the world’s biggest brands survive storms – and come out stronger.
Professor Monica Attard OAM is Co-Director of the UTS Centre for Media Transition, leading research into journalism, regulation, and media business models. A celebrated journalist and five-time Walkley Award winner, she spent 30 years at the ABC as a reporter, foreign correspondent and presenter across flagship programs including Media Watch, PM, and The World Today. As a Moscow correspondent, Monica reported on the fall of the Soviet Union and authored Russia: Which Way Paradise?
