The days when a crisis communicator could simply reach for a dusty binder and follow a pre-scripted, linear checklist are gone — and they aren’t coming back. In the “good old days,” a crisis was often a contained event with a predictable lifecycle; crisis teams could address them by checking off items on a checklist. Today, we face the era of the polycrisis, where economic instability, geopolitical friction, and a 24/7 social media cycle collide, creating a torrent of simultaneous challenges. This new reality has effectively obliterated the traditional news cycle, replacing it with an always-on environment where a single viral post can tarnish a brand before leadership even knows there is a problem.

Thriving in this volatile landscape requires a move away from rigid manuals toward a more fluid, strategic approach. Rather than a step-by-step rulebook, modern practitioners need logical scaffolding — a flexible framework of principles and values that provides a foundation for action while allowing for real-time adaptability. It is about preparation, not just prescription. As the boundaries between internal and external perception continue to erode, the ability to maintain transparency and connection through these multifaceted disruptions is no longer a luxury; it is table stakes for organizational survival.

Four Fellows of the International Association of Business Communicators (IABC) shared their perspectives in this episode of IABC’s Circle of Fellows.

About the Panel:

Edward “Ned” Lundquist is a retired U.S. Navy captain with 43 years of professional public affairs and strategic communications experience. His company, Echo Bridge LLC, which provides outreach and advocacy support to government and commercial clients. He served on active duty for 24 years in the U.S. Navy as a surface warfare officer and public affairs specialist. Captain Lundquist was a Pentagon spokesman with the Office of the Assistant Secretary of Defense for Public Affairs, Director of the Fleet Home Town News Center, and director of public affairs and corporate communications for the Navy Exchange Service Command. His last tour of duty was commanding the 450 men and women of the Naval Media Center. He is an accredited business communicator and award-winning communicator who served as president of IABC/Hampton Roads and IABC/Washington, director of U.S. District 3, and chair of the International Accreditation Council. He was named an IABC Fellow in 2016. Captain Lundquist received the Surface Navy Association’s Special Recognition Award in January of this year, for his service on SNA’s executive committee and chair of the SNA communications committee. He writes for numerous naval, maritime, and defense publications and chairs and presents at communications, naval, and maritime security conferences around the world.

Robin McCasland, IABC Fellow, SCMP, is Senior Director of Corporate Communications for Health Care Service Corporation (HCSC). She leads the company’s communications team and the employee listening program, demonstrating to senior leaders how employee and executive communication add value to the business’s bottom line. Previously, Robin excelled in leadership roles in communication for Texas Instruments, Dell, Tenet Healthcare, and Burlington Northern Santa Fe. She has also worked for large and boutique HR consulting firms, leading major communication initiatives for various well-known companies. Robin is a past IABC chairman and has served in numerous association leadership roles for over 30 years. She was honored in 2023 and 2021 by Ragan/PR Daily as one of the Top Women Leaders in Communication. She’s also received IABC Southern Region and IABC Dallas Communicator of the Year honors. Robin is a graduate of The University of Texas at Austin and a Leadership Texas alumnus. Her own podcast, Torpid Liver (and Other Symptoms of Poor Communication), features guest speakers addressing timely topics to help communication professionals become more influential, strategic advisors and leaders. She resides in Dallas, Texas, with her husband, Mitch, and their canine kids, Tank and Petunia.

George McGrath is founder and managing principal of McGrath Business Communications, which helps clients build winning corporate reputations, promote their products and services, and advance their views on key issues. George brings more than 25 years in PR and public affairs to his firm. Over the course of his career, he has held senior management positions at leading strategic communications and integrated marketing agencies including Hill and Knowlton, Carl Byoir & Associates, and Brouillard Communications.

Caroline Sapriel, founder and Managing Partner of CS&A, brings over 30 years of specialized expertise in risk, crisis, and business continuity management to the table. A Fellow of the International Association of Business Communicators (IABC) and a recipient of the Gold Quill Award for her “10 Commandments of Crisis Management,” Sapriel is a recognized authority in providing high-level, results-driven counsel to senior leaders across the energy, pharmaceutical, and aviation sectors. Her deep academic roots as a lecturer at Antwerp, Leuven, and Leiden Universities, combined with her authorship of Crisis Management – Tales from the Front Line, underscore a career dedicated to transforming systemic vulnerabilities into robust reputation management strategies. Fluent in five languages and possessi...