What to do and not do when your association reaches crisis point: How to prepare and bounce back after an issue and incident within your sector
When a crisis strikes, whether it involves your association, a member or your wider industry, it can feel overwhelming and unpredictable. However, with the right preparation and response, you can stabilise your organisation and position it for future growth.
In collaboration with AuSAE and Beaumont People, Bespoken’s Managing Director Sarah Morgan will draw on her experience as a journalist, media manager and communications professional to guide and provide practical tips for association executives, Board members and HR leaders on:
- What to do before a crisis hits: preparation, planning and risk management
- What to do when media comes knocking
- How to ensure all stakeholders, members and staff are included and part of the collective solution
- How to lead through uncertainty and maintain credibility and trust
- How to protect the personal brands of executives and team members
- How to bounce back with purpose: rebuilding confidence and driving long-term value for your organisation.
Think of this session as your crisis survival kit, minus the band-aids, for leaders of associations.
Our hosts:
- Sarah Morgan, Managing Director at Bespoken
- Jo Brown, General Manager at Beaumont People
- Toni Brearley CAE, CEO at AuSAE
The session will be hosted by Beaumont People. Beaumont People are a proud AuSAE Industry Partner.
Event details:
Date: Wednesday, 5 November 2025
4:00pm to 5:00pm - Networking and light refreshments
5:00pm to 6:30pm - Presentation by Sarah Morgan
Venue: Beaumont People Office, Sydney
Enjoy a relaxed afternoon of connection, conversations, and insights. Enjoy wine, cheese, and light refreshments.
Please let us know if you have any dietary requirements.
Who should attend: This session is ideal for association CEOs, senior executives, Board members, communications and marketing managers, and HR leaders who are responsible for guiding their organisation through risk, reputation, and member-facing challenges. Attendees receive 1.5 ASAE CAE credits.*
*AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1.5 credits toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.
Meet our Presenter
Sarah Morgan
Managing Director, Bespoken Agency
Sarah Morgan leads Bespoken Agency, a successful communications, engagement and marketing agency. A dynamic leader with more than 20 years’ experience, she has unparalleled experience in media relations, marketing, crisis communications, content marketing and stakeholder engagement. Sarah has worked across industries including retail, hospitality, HR, technology, construction, property, and not-for-profits, with high-profile clients such as Bowel Cancer Australia, Lendlease, JLL, Cover-More Travel Insurance, Business Chamber Queensland, and Stockland and to name a few.
Sarah has a strong history of working with industry associations and CEOs, helping raise leaders' profiles, drive membership engagement and highlight key advocacy issues. She works closely with associations to craft compelling narratives, using strategic communications to amplify the causes and initiatives that matter most to their members.
AuSAE is a CAE Approved Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer which qualifies for CAE credit will clearly identify the number of CAE credits granted for full participation, and we will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit CAE Certification.
