Meeting/Event Information

This month, New Mexico PRSA takes a deep dive into the world of crisis communications. Crisis communications is the strategy, implementation and execution of a plan between an entity and its community and stakeholders before, during and after a negative event. The proper management of a crisis involves regular updates to the plan including messages and distribution channels. If planned and executed effectively, good crisis management can mitigate the potential damage and help save a company’s reputation. Three keys to a good plan include developing the plan before you need it, responding in a timely manner and delegating responsibilities to help minimize miscommunication.

New Mexico PRSA hosts a panel of three highly regarded professionals in their respective fields including Monica Armenta, Executive Director of Communications, Albuquerque Public Schools, Frank Fisher, Public Affairs Officer, FBI and Wendy Mason, Wildfire Prevention & Communications Coordinator, Forestry Division. Each will bring their expertise in their respective fields to discuss best practices including strategy, implementation and plan execution. This event takes place Thursday, August 25, from 11:30 a.m. to 1 p.m. at the Indian Pueblo Cultural Center. This program will be available in-person and virtually via Zoom.

MEET THE PANELISTS

Monica Armenta, Executive Director of Communications, Albuquerque Public Schools
Monica Armenta joined Albuquerque Public Schools in 2005 after 23 years in the television news industry at KOB-TV.

In her current role, she manages the communications/web efforts for the 34th largest district in the country, with 73,000 students and 12,000 employees in 143 schools and 89 departments. In addition, she works directly with the media, parents, advocates, government agencies and concerned citizens on a wide variety of issues and serves on the superintendent’s cabinet.

In recent years Monica has been instrumental in initiating several successful enterprise projects with business partners on behalf of the district. The funds raised through the enterprise efforts have been used to fill gaps in educational programs for staff and students. 

Frank Fisher, Public Affairs Officer, FBI
Frank Fisher has been the public affairs officer for the Albuquerque FBI Division since August 2010. He was an assistant metro editor at the Sun Sentinel in Fort Lauderdale, Fla., from 2006 to 2010 and filled various roles with the Associated Press from 1990 to 2005, including bureau chief in Mississippi and Iowa.

He is on the Albuquerque Metro Crime Stoppers board of directors and a member of the Albuquerque Citizens Police Academy Alumni Association. He graduated from California State University, Long Beach with a bachelor’s degree in newspaper journalism and is a veteran of the U.S. Marine Corps and Army.

Wendy Mason, Wildfire Prevention & Communications Coordinator, Forestry Division
Wendy Mason is the Wildfire Prevention and Communications Coordinator for the Energy, Minerals and Natural Resources Department (EMNRD) Forestry Division. Wendy has a bachelor’s degree in Communications and Media Arts from California State University Chico.

She has managed public affairs duties for the New Mexico Forestry Division for more than 5 years. Before that, she spent nearly 20 years in television news as a producer, director, and video editor. During her time in the news, she covered some of the biggest wildfire stories in California, Nevada, and New Mexico. Wendy says this made it easy to transition to the New Mexico Forestry Division where she assists and educates the public about active wildfires, wildfire prevention, conservation, and land management on 43 million acres of state and private land.

Panel Moderator, Luke Frank - Corporate Communications Specialist, Sandia National Labs
Luke Frank is an award-winning professional journalist with 30-plus years as a reporter, editor, publisher, producer and color commentator in the news and niche communications industries. He’s been FEMA-certified in emergency communications for 15 years and involved in crisis and emergency communications for the UNM Health Sciences Center and more recently Sandia National Laboratories. He enjoys connecting newsmakers with all forms of media.

Luncheon Costs

• Tickets are $30 for NMPRSA Members and students, $35 for Non-Members and $15 for virtual attendees.