ROI Forum Hosted by Rollins College: Taking a Calm Approach to Crisis
February 13, 2026
Iconic TV personality Fred Rogers once shared this piece of advice: “When I was a boy, and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’”
As communicators, we are often called upon to help when a crisis strikes. And our work doesn’t start in the heat of the moment: It begins well in advance, preparing our stakeholders, team members, and organizations to respond in a thoughtful and intentional way.
“Leading through Crisis” was the topic of our first ROI Forum in Florida, hosted at Mister Rogers’ alma mater, Rollins College, in Winter Park. Nearly 20 communications professionals (along with some interested students — future communicators!) joined us for a lively conversation that covered topics from leadership transitions to social issues and active shooter scenarios. Companies in attendance included Tavistock Group, Marriott Vacations Worldwide, AdventHealth, Trajector Medical, BrandSafway, Florida Blue, and Thriveworks.
A Beautiful Day on Campus
Rollins College is a renowned liberal arts college that boasts an innovative curriculum and an uncommon commitment to applied learning, mentorship, and community, preparing students for purpose-driven lives and productive careers. The Princeton Review has also named it one of the most beautiful campuses in the United States. It was an inspiring location for discussing how we as communicators can do our best during challenging moments.
After introductions, we kicked off the conversation by inviting everyone to share what potential crisis keeps them up at night. We heard everything from concerns about natural disasters like hurricanes to disruptive leadership transitions, safety and security issues, and societal challenges.
Building from the Ground Up
One of our hosts, Lauren Bradley, Assistant VP for Communications at Rollins, spoke about a real-world (and recent) incident that required activation of the college’s crisis plan. She walked us through how they seamlessly engaged with campus stakeholders/partners, the media, staff, faculty, students, and parents.
We then dove into our group discussion, focusing on how internal communication leaders can build trust during a crisis. ROI’s Linda Pederson led the conversation by describing how, in today’s connected world, crises are coming more quickly and regularly than ever before, and they can emerge and escalate within minutes. As communicators, we’re well-positioned to help organizations prepare in advance and lead with empathy when things take a negative turn.
The day ended with a walk across campus to visit the newly refurbished sculpture titled “A Beautiful Day for a Neighbor.” Created by British artist Paul Day, this beautiful artwork captures Fred Rogers’ spirit of kindness and inclusion. It was the perfect way to end a day of dialogue that reflected his example, in one of the key places that shaped his worldview.
ROI Forums
The ROI Forums, which started in 2007, are events designed for senior communication and HR leaders who work in Fortune 500-level companies. These in-person events are hosted at client campuses and provide an opportunity for attendees to share best practices, exchange ideas, and discuss issues, trends, and emerging needs.
In addition to the ROI Forums, we host events exclusively for ROI Partner Group members, including summits, lunches, and coffee chats. Learn more.
Contributors
Tonia King
Senior Vice President
For Tonia King, communication is about building relationships and helping people understand how they fit into a bigger picture. With a background in healthcare, hospitality, education and public relations, Tonia brings over 15 years of experience to her role at ROI and advises executives on internal communication strategy to strengthen employee engagement.
