Meeting/Event Information

Navigating Crisis Using Data

August 19, 2020
11:30 AM - 12:30 PM


The age of data and AI is shaping how PR professionals are responding to crisis issues for clients. This year has proven that social media is a major driver of public opinion, making it increasingly challenging to mitigate and resolve a crisis, in addition to measuring public opinion to develop a plan of action. During this virtual event, listen to top experts from Meltwater, Baptist Health of South Florida, rbb Communications and RedSwirl Communications on how data is becoming indispensable when dealing with reputation management issues. 

Ana Hoyos
Area Director, Meltwater 
Born in Bogotá, Colombia, Ana moved to Miami to go to University of Miami when she was 18. She started at Meltwater right after graduation in a Sales and Client Success role, and has moved up with the company into a senior leadership role. She has worked at Meltwater Group for over 11 years. Most recently, she was promoted to manage all the operations in Latin America and Southeastern U.S. for Meltwater. Her career has allowed her to work in Miami, Atlanta, New York, San Francisco and São Paulo. Ana always had a passion for business and helping companies succeed in the Public Relations arena. After she found Meltwater, she found an even bigger passion for innovation and management, where she has focused on coaching and training teams to achieve their career goals.

Victoria Verdeja 
Strategic Communications, Baptist Health South Florida
Victoria Verdeja is a communications strategist at Baptist Health South Florida, where she leads the overarching strategy for earned, owned and shared media for the health system’s retail arm, Baptist Outpatient Services. She also executes earned media efforts across the system. Victoria currently serves as Chair of the PRSA Miami Diversity & Inclusion Committee. Before joining Baptist Health, Victoria was a media strategist at Republica, now Republica Havas, and developed media plans for clients such as Nielsen, European Wax Center, Bank United and Freixenet USA. She began her career interning at RockOrange agency. When it comes to people, strategy and thorough execution, Victoria is a connector at heart. She graduated from the University of Florida with a bachelor’s degree in public relations. Victoria is excited to begin the Master of Science in Marketing program at Florida International University this fall.

Laura Guitar
Executive Vice President & Partner, rbb Communications 
Laura Guitar leads Reputation & Risk Advisors, a division of rbb Communications, focusing on issues, crisis and reputation management. Her experience includes strategic communications programming for clients across a wide range of industries. This includes crisis preparedness planning, issue-oriented campaigns, litigation communications, and programs to mitigate risk and reputational impact including during M&A transactions. Laura also focuses on mitigating digital and social reputation impacts associated with major brands, corporations and high-profile individuals. Laura has served a wide range of clients including the Walt Disney Company, Publix, GE Healthcare, the Chinese Ministry of Rail, the University of Florida and multiple health care systems.  A graduate of Rollins College, Laura has been recognized for her professional accomplishments and volunteer efforts with a variety of industry and community awards.

Santiago Fittipaldi
President, RedSwirl Communications
Santiago Fittipaldi is a multi-talented communications professional who has occupied senior positions within the fields of journalism and Public Relations in the US, Mexico and the Dominican Republic. He is president of RedSwirl Communications, a strategic communications consultancy based in Miami and focused on providing clients with the tools and techniques required to address ever-changing 21st century communications challenges and opportunities. He was a Managing Director at global communications agency Burson-Marsteller in Miami, where he also directed the Public Affairs and Corporate Communications Practice. In that capacity, he designed and executed strategic communications plans, implemented crisis management programs, and developed Media and Government Relations campaigns for a broad portfolio of international clients. He also led country branding teams for the governments of Costa Rica and Honduras, and led the strategic communications team for a South American presidential candidate. A New York City native, he has resided in Miami since 2000. He is currently conducting research for two upcoming book projects and is launching a blog focused on his extensive international travels.


Sponsored by:

With 20 years of experience in the field of online media monitoring, Meltwater is a global leader in media intelligence and social analytics solutions, helping to bridge the gap between Public Relations, Communications and Marketing departments with an all-in-one solution powered by AI-driven insights. Over 30,000 of the world’s most respected brands rely on Meltwater to help inform their marketing and communications strategies and executive decision making. With over 55 offices across six continents, Meltwater is a truly global partner with local customer success teams. Meltwater also supports the Meltwater Entrepreneurial School of Technology (MEST), a nonprofit organization devoted to nurturing future generations of entrepreneurs. For more information, follow Meltwater on  Twitter, Facebook, Instagram, LinkedIn or visit


$0.00 PRSA Free Member Ticket

$15.00 Guest Ticket

$0.00 PRSSA Students Free

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