Global Media Relations And Crisis Management
Building and maintaining strong relationships with international media outlets to secure impactful coverage and elevate brand visibility. Toby has worked across major global markets to lead press initiatives, coordinate media tours, manage interviews, and shape public narratives. His work ensures that brands are represented accurately and effectively in top-tier media, across both traditional and digital platforms.
Leading organizations through reputational challenges with a calm, strategic, and proactive approach. Toby specializes in risk assessment, crisis planning, and real-time response strategies that protect brand equity and restore stakeholder confidence. His experience spans crisis scenarios such as leadership transitions, public controversies, and operational incidents, offering clear communication and guidance at every stage.
Developing International Media Strategies
With experience spanning over 40 countries, Toby Usnik crafts tailored media strategies that accommodate cultural sensitivities, language differences, and regional news cycles. His media campaigns are built to support global visibility while remaining locally relevant.
Cultivating High-Impact Media Relationships
Toby has built long-standing relationships with top-tier journalists, editors, and producers from global outlets including The New York Times, BBC, CNBC, and more. He understands what the media needs — and delivers it with precision and integrity.
Executive and Brand Media Training
From C-suite leaders to spokespeople, Toby prepares clients for successful media engagement through personalized training. This includes mock interviews, messaging guidance, and body language coaching — ensuring they appear confident, informed, and on-brand.
Crisis & Reputation Management in the Media
Toby is skilled in managing sensitive media situations, from urgent press briefings to correcting misinformation. He understands how to turn potential reputational risks into opportunities for transparency and trust-building.
Proactive Risk Assessment & Planning
Toby Usnik helps organizations prepare for crises before they happen by identifying potential vulnerabilities, mapping out response protocols, and developing comprehensive crisis playbooks. Preparation is key, and his plans ensure organizations can respond confidently.
Real-Time Crisis Response Execution
In moments of uncertainty, Toby leads calm and coordinated responses. He crafts immediate holding statements, manages media outreach, and provides communications counsel to executives — ensuring the organization speaks with one voice under pressure.
Restoring Brand Trust Post-Crisis
Crisis doesn’t end with the last press release. Toby focuses on rebuilding brand trust through follow-up communications, stakeholder engagement, and transparency. His post-crisis strategies are aimed at restoring reputation while learning from the situation.
Internal and External Stakeholder Management
Crises impact everyone — from customers to employees. Toby ensures clear, timely, and empathetic communication to all stakeholders, minimizing confusion and maintaining confidence throughout the crisis lifecycle.
