Meeting/Event Information

Disaster Communications: A Look Inside A Fortune 100 Company's Playbook

May 16, 2018
11:30 AM - 1:30 PM

Brio Tuscan Grille
Bay Street at International Plaza, 2223 N. West Shore Blvd.
Tampa, FL 33607

For PR and communications professionals, there’s no calm after the storm when a hurricane hits. From those helping advocate public safety to those involved in helping people pick up the pieces, there’s hardly a minute to spare.

In the aftermath of a devastating flood event around Houston from Hurricane Harvey, Florida dealt with Hurricane Irma’s punishing winds and torrential rain covering nearly the entire state. But that’s when the PR team for one of the country’s largest insurance companies was already hard at work.

On May 16 at Brio Tuscan Grille, you’ll hear the inside story of how a 1-2 punch from Harvey and Irma tested the internal and external comms world for Allstate Insurance.

Roberto DeLeon, who leads Allstate’s communications for the state of Texas, will share his team’s strategies for dealing with the state’s 1,200 agency owners who were hearing from distraught customers while also handling comms for employees and executives – all under the watchful eye of local, state and national media. He’ll be with us in Tampa fresh off a hurricane rebuilding event in Houston.

Justin Herndon, a Manager on Allstate’s National Media Relations Team, will join Roberto to share his insights from deploying to both Texas and Florida after the storms. In the immediate aftermath, he orchestrated national coverage of Allstate’s drone program as a new tool to use after major disasters. He also escorted and coached the company’s CEO, President and Chief Claims Officer on two tours of the damage with national media in tow.

During our program, Justin will cover the resource challenge that exists anytime there's a catastrophe, as well as how Allstate successfully handled the challenge of two hurricanes hitting in different states within a few weeks. He’ll discuss the balance of handling countless incoming media requests while also proactively positioning the company among customers and the public.

Reserve your spot now to get a rare look inside a Fortune 100 company’s internal and external comms playbook for handling two major crises with national media attention -- all on only a few days’ notice.

Many thanks to our presenting sponsor:

In Case of Crisis is an award-winning crisis management platform created by  RockDove Solutions. It is trusted by over 750 global brands to prepare for and respond agilely to a broad array of digital and traditional crises faced daily.

Meet Our Speakers:

Roberto DeLeon
Senior Corporate Relations Manager
Allstate Texas Region

As the Senior Corporate Relations Manager for Allstate’s Texas Region, Roberto leads all internal and external communication strategies for the state’s 1,200 agency owners, employees and executives as well as local and statewide media.

Roberto has been with Allstate since 2004, serving in various roles from claims operations to corporate relations. He recently led his team of communicators through Hurricane Harvey’s landfall and recovery efforts – from preparing agents to handle an influx of customer claims to communicating Allstate’s position in the recovery as well as leading all communications about donations in the rebuilding phase around Houston. He’ll share the playbook from start to finish in handling a major crisis with national media attention on only a few days’ notice.  

Justin Herndon
Allstate National Media Relations Team

A Manager on Allstate’s National Media Relations Team, Justin works remotely from Tampa. In addition to his regular duties handling all external communication for the insurer’s product innovations and claims service countrywide, Justin deploys to handle media attention after major catastrophes. Justin has worked six hurricanes since he began with Allstate in 2010.

Prior to corporate communications, Justin helped lead national publicity campaigns including a media blitz for former governor Rod Blagojevich. And before PR, he was an on-air TV news reporter in Florida and Louisiana, where his coverage included Hurricane Katrina.

Justin also serves as treasurer of PRSA Tampa Bay. You can read more about him on our blog.


Lunch Menu
Brio Chopped Salad and Grilled Chicken Marsala served with coffee, iced tea and water.
If you have special dietary needs, please be sure to indicate your needs in the comments section when you register.

Cancellation Policy: Cancellations received by noon on Monday, May 14, will be accepted without penalty. Regarding cancellations made after that date, registrations paid in advance will not be refunded, and those who registered but did not pay will be invoiced the full registration amount.


$30.00 Member

$45.00 Non-Member

$30.00 PRSSA Student