Communications Experts Discuss PR and Crisis Tactics at Burnett School of Medicine at TCU
The Greater Fort Worth Chapter of the Public Relations Society of America hosted its PRSA After Dark event, "Championship Communication," at the Anne Burnett Marion School of Medicine at Texas Christian University.
FORT WORTH – When it comes to managing a communications crisis, there’s one thing a public relations professional can do ahead of time.
“Building relationships is the most important part of a successful PR campaign,” said Judy Bernas, Vice Dean and Chief Strategy and Communication Officer at the Burnett School of Medicine at TCU. “It’s hard to go out and say that you made a mistake, but to be able to say that to media upfront makes the difference between a two-week story and a three-month crisis.”
The Greater Fort Worth Chapter of the Public Relations Society of America hosted its “PRSA After Dark” event titled, “Championship Communication,” at the Anne Burnett Marion School of Medicine at Texas Christian University. The evening featured a candid conversation between Emmy Award-winning NBC 5 Sports Director Newy Scruggs, MBA ’23, and Bernas, who also serves as Emeritus Chair of the Fiesta Bowl Foundation.
The program touched on building trust with the media, crafting narratives under deadline pressure, and translating high-stakes coverage into lessons any communications professional can apply.
Scruggs, who has spent more than three decades in sports broadcasting, guided the discussion about the intersection of sports journalism and public relations, exploring how the storytelling strategy that drives great sports coverage could be helpful for all successful PR campaigns.
“It’s not easy to be in the shadow of the SEC and Big 10,” Bernas said, “We just play up what we have and find the pieces that people will get excited about and then amplify them.”
Bernas chaired the Fiesta Bowl board during the 2024-25 and 2025-26 seasons and led the organization through its first College Football Playoff Quarterfinal at the Vrbo Fiesta Bowl following the Playoff’s expansion to a 12-team format, all while continuing to lead the Burnett School of Medicine’s communication team.
Scruggs asked Bernas about her work with the Fiesta Bowl and why the organization holds such a significant place in the sport.
Bernas said the Fiesta Bowl is often seen only as a single game on the calendar, when its reach extends much further. “We needed to remind people that we are more than just a bowl game,” she said. Bernas added that a central part of her role was finding ways to “get people to love, appreciate and want to be a part of the Fiesta Bowl.”
