Topics Covered:

  • Identifying and Activating Public Advocates
  • Identifying, Managing, and Giving Brands Voice in Crisis

Brooke McMillan

Brooke McMillan
Expertise: Crisis Management
Brooke McMillan is an award winning online marketing and communications expert specializing in non-profit digital strategy. She is a South by Southwest Interactive (sxswi) Advisory Board Member, Texas Social Media Award winner and published author.

Brooke began her social media career at the LIVESTRONG Foundation after a decade in nonprofit industry. Working in tandem with the foundation’s award winning Public Relations team, Brooke built and executed an online crisis communications strategy to help the organization move beyond the controversy surrounding the cycling career of its founder, Lance Armstrong. Serving as the only online community manager during this crisis, Brooke lifted the foundation’s mission above the noise of a scandal and maintained a strong supportive online community through it all.

Lance Lunsford, Vice President-Strategic Communications, Texas Hospital Association

Lance Lunsford
Expertise: Advocacy and Engagement
Lance Lunsford currently serves as vice president of strategic communications for the Texas Hospital Association overseeing all strategic messaging related to legislative and regulatory affairs, including issues relating to health care delivery and finance.

Lunsford oversees an internal communication team to leverage advocacy messaging to influence public policy. Focusing on key issues affecting legislators and policy leaders, Lunsford’s team designs earned, social and paid media campaigns to drive community and stakeholder engagement.

Prior to joining THA, Lunsford worked as director of marketing for UMC Health System, a 400-bed hospital located in Lubbock, Texas. As the teaching hospital for Texas Tech University Health Sciences Center, Lunsford’s work featured marketing around the system’s Level One Trauma Center, cancer center, certified burn unit, and a primary care practice management group. At UMC, Lunsford oversaw an internal advertising agency to produce strategic messaging and business development measures across the health system’s myriad of programs and services. Lunsford planned and executed more than 20 advertising and public relations campaigns directed at various UMC service lines utilizing traditional and new media platforms synced in a cross-promotional coordination.

Lunsford began his career in journalism as a reporter before becoming city editor of a major West Texas daily newspaper at the age of 24. In 2005, Bristol Publishing printed his first book, The Rainbow’s Shadow: True Stories of the Baby Jessica Rescue and the Tragedies that Followed.

Location Information:
All classes will be hosted inside the One Clemson Facility downtown Greenville, SC. If you are traveling from out-of-town, there are numerous hotels and restaurants located within walking distance of the One Clemson Facility. The One Clemson Facility is a brand new,state of the art education and meeting facility housing all Clemson’s MBA Programs and professional development course offerings.