Reputation risk does not begin after recovery; it starts with the decisions leaders make before disruption occurs. When an impact is foreseeable and preventable, organizations need to show they considered the risk, acted on it, and can explain those choices clearly to the people they serve.

In this session, Brad Henske will draw on his healthcare business continuity experience to show how resilience leaders can incorporate reputation risk into everyday planning conversations. You’ll explore how business continuity teams can identify reputational exposure across critical services, engage executives and communications partners before an event, and build a visible trail of preparedness that helps protect trust when operations are under pressure.