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Gail D’Arcy

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Day Presenting:  Tuesday 30 October
Time: 12:00pm-12:30pm
Session Concurrent C5- Marketing and Branding
Presentation Title A new era in media and public scrutiny – how to protect the reputation of your aged care organisation
Position Title Managing Director
Company The D’arcy Partnership Pty Ltd

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Are you risking the reputation of your aged care organisation?

Today, more than ever, aged care is in the spotlight of government, regulators, the community and of course the media. No matter how well your organisation is run, you may still find yourself in the spotlight.

An adverse incident – whether accidental, intentional or from a natural cause – can lead any organisation to find itself subject to intense media, industry and public scrutiny. How well that organisation manages its response can determine the impact on its reputation and affect not only individual careers but also its long term viability. It can be extremely stressful, not only for you and your management team but also for residents, their families, suppliers, staff and other stakeholders.

No organisation is ever completely immune but the middle of a major issue or crisis is no time to begin working out what to do, what to say or how to say it.

The good news is there are things your organisation can do right now to improve its systems and its approach. You must evaluate the risks objectively and ensure you have communications processes in place to ensure everyone clearly understands their role and has a degree of comfort and confidence.

This practical session will provide hands on advice to transform how your organisation communicates in times of crisis and be better prepared in the event something adverse happens. There will be time for Q&A.


Gail D’Arcy has been working in communications for two decades and has a reputation for her calm, clear-headed and thorough approach to issues and crisis communications, and her results-based focus in all types of strategic communications. She has advised numerous blue-chip clients across a wide variety of complex industries and situations including The Boeing Company, Walt Disney, Cathay Pacific and Royal Caribbean Cruises and over the past three years has worked with a number of aged care organisations looking after media management through major issues as well as helping others develop practical communications protocols. She has completed a Masters of Business Administration at AGSM and her first paid job (during school holidays) was as a ‘general aid’ at an aged care home in Auckland.