Two days before Christmas in December 2022, a 19-year-old man was fatally shot at Mall of America® (MOA). The Mall was locked down for an hour and then evacuated, escalating fears of gun violence and safety in public places.

In this Lunch & Learn webinar, Mall of America’s Senior Vice President of MOA Press Dan Jasper and Communications Director Laura Utecht lead attendees through how MOA’s Communications/Public Relations team program responded to the crisis and then planned and executed a dynamic, multi-layered Security Communications Plan to create vital awareness and understanding of MOA’s security program. Their goal was to replace concern with comfort and confidence.

Learn the details that went into MOA’s three-tiered program that won the 2024 Minnesota PRSA Classics Award Best-in-Show award as well as how the campaign has continued to evolve.

BONUS: The speakers dive into other innovative communication strategies the MOA is implementing to enhance its reputation as a premier shopping destination AND provide tips on how MOA put together its award-winning Classics entry.

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