In this episode, Larry and Mady sit down with Dr. Mimi Perreault, Assistant Professor of Public Relations and Mass Communications at the University of South Florida, for a wide-ranging conversation about crisis communication — and what we keep getting wrong.

Mimi draws on her background as a former journalist and PR pro to make the case for getting back to basics: face-to-face connection, authentic messaging, and knowing your audience well before a crisis ever hits. She talks through the real challenges of information fatigue, why social media is a niche tool — not a mass communication one — and how local journalism still plays an irreplaceable role when things go sideways.

The conversation covers long-term recovery storytelling, a sharp look at when brands cross the line from helpful to opportunistic after a disaster, and hard-won lessons from the pandemic. Mimi also shares a standout case study about a North Carolina sheriff who called out misinformation head-on after Hurricane Helene — and why it worked.

Oh, and Larry admits he'd be the first one running if aliens landed.

If you work in marketing, PR, or communications — especially with destinations, airports, or community-facing brands — this one's packed with practical insight.

IN THIS EPISODE:

00:07 - Introduction to Aqua Talks
02:39 - The Importance of Personal Connections in Public Relations
10:41 - Disaster Preparedness and Communication
17:37 - Crisis Communication and Preparedness
35:19 - Crisis Communication and Community Resilience
40:54 - The Impact of Empathy in Crisis Communication
46:11 - Communicating with Aliens: A New Era of Crisis Management
53:31 - The Role of Influencers in Crisis Communication

KEY TAKEAWAYS:

The discussion highlights the transformative power of marketing in establishing meaningful connections with audiences.
Emphasis was placed on the importance of returning to fundamental communication practices post-pandemic, particularly face-to-face interactions.
Public relations professionals are increasingly recognizing the necessity of balancing technology use with personal engagement to foster relationships.
The episode underscores the significance of disaster preparedness communication and the necessity for individuals to be informed about risks in their environments.

ABOUT THE GUEST:

Dr. Mimi Perreault (LinkedIn)

Dr. Mimi Perreault is an Assistant Professor of Media and Communications with a focus on public relations, journalism, and communications research and teaching. She brings a well-rounded background to the classroom and beyond, with hands-on experience as a writer, editor, and layout designer across print, broadcast, and digital platforms. Whether she's behind a camera, coordinating a team, or managing an event, Dr. Perreault combines academic depth with real-world communications versatility.