Classes from the gaming trade: Disaster prep, transparency and belief

Dara Cohen, senior director, strategic communications & media relations on the American Gaming Association, leads strategic communications and media relations efforts for the group.

Cohen joined the AGA from MGM Resorts International, the place she was the director of regional company communications. In this position, she managed communications for regulatory and advocacy issues, enterprise and monetary initiatives, neighborhood engagement and extra, for MGM Resorts’ non-Vegas entities. Cohen additionally served because the spokesperson for disaster & points administration.

Previously, she led the interior and exterior communications technique for Live! Casino & Hotel Maryland with The Cordish Companies. Over the course of her profession, she has performed a key position within the opening of 5 casinos throughout the U.S., in addition to a number of eating venues and sportsbooks.

At the American Gaming Association, you’re shaping the narrative for a whole trade. How do you guarantee your messaging resonates with such a variety of stakeholders?

It’s about creating messaging that’s credible and considers how completely different stakeholders will understand it. Listening is essential, and so is maintaining our messaging clear and constant. We’re at all times working intently with our members, regulators, and different stakeholders so the message displays collaboration and shared priorities – that’s how we construct belief throughout such a broad viewers.

Having led each inside and exterior comms, how do you resolve what tales are finest advised contained in the group versus people who ought to attain the general public?

Internally, it’s about resonating with the staff members – serving to them perceive the larger image, why their work issues and finally guaranteeing they really feel appreciated and revered.

Externally, it’s about telling the tales that construct belief within the trade throughout all stakeholders. Some tales belong inside to inspire or recognize the staff, whereas others have the chance to strengthen belief and popularity.

Casinos are extremely regulated and generally scrutinized — what have you ever discovered about navigating powerful points and constructing belief by way of communications?

I’ve discovered that it’s necessary to be direct and calm. Gather the details, but additionally be fast in your ft. The extra open and simple you might be – each externally and together with your workers – the extra belief you construct. Even in the event you can’t say rather a lot but or don’t have each reply, being clear concerning the course of goes a great distance.

With your profession spanning casinos, resorts, eating, and now trade management, what’s one ability that has carried you efficiently by way of each position?

I’d say it’s my drive, fueled by my curiosity and ambition. Every position has been completely different, however these variations have pushed me to dive in and be taught shortly, adapt, join with my staff, and determine issues out.

You’ve been on the entrance traces of main points in extremely regulated industries. How can tabletop drills uncover blind spots earlier than an actual disaster hits?

Tabletop workout routines let you take a step again and discuss by way of the “what ifs.” They let you spend time with not simply your direct staff however different inside stakeholders, constructing these relationships so when issues get hectic, you may have a greater thought of methods to work collectively. You can’t observe for every thing, however these workout routines assist determine strengths and weaknesses and offer you a suggestion for when issues actually occur.

What’s essentially the most rewarding a part of your job?

Honestly, day by day brings one thing new and I like that. I’m solely a yr into my present position so I’m nonetheless studying – whether or not it’s digging into coverage points I hadn’t labored on earlier than, partnering with new voices within the trade, or discovering a brand new technique to inform our story. All of it’s thrilling!

 To learn to run a disaster drill that works,  be part of Ragan’s Communications Boot Camp, the place Dara Cohen will share sensible steps to run a sensible train that will get your group crisis-ready on Thursday, Sept. 18th. Register right here.

Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Follow her on LinkedIn.

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