Marketing Maven CEO & President, Lindsey Carnett, and Natural Foods Merchandiser Editor-in-Chief, Christine Kapperman, will give their insights to retailers, suppliers, and manufacturers in the nutraceutical industry during the Natural Products Association’s webinar “Mastering the Mainstream Media” on Wednesday, February 19, 2014 at 11:00A.M. PT. The hour-long session will focus on PR for the dietary supplement industry, including crisis communication and best practices for effectively responding to and communicating with the media.

Carnett’s presentation will review how best to navigate internal and external communications to best market products with honesty and transparency. She will educate listeners about communicating with the media as a retailer or supplement manufacturer even throughout a crisis, integrating social media into crisis communication protocols, and organizing a post-crisis plan.

Kapperman will bring an insider perspective from the media’s standpoint. She will discuss how retailers can serve as a resource to local media and how to best cultivate relationships with the press.

“As news becomes readily available, it is more important than ever to understand the associated risks and benefits of real-time crisis communication,” said Carnett. “In this webinar, attendees will have the opportunity to learn more about how to identify crisis communication vulnerabilities, and manage their strengths, to effectively harness the power of social media and internal and external communications.”

Carnett and Kapperman will share key learnings and help attendees understand the importance of effective pre- and post-crisis planning.

To join the “Mastering the Mainstream Media” webinar, please visit


About Marketing Maven

Marketing Maven is an integrated LA marketing firm focusing on public relations, Hispanic marketing, and public relations and social media for nutraceuticals. Unlike most public relations firms, Marketing Maven helps entrepreneurs grow their businesses by utilizing advanced metrics to measure ROI. The Marketing Maven team understands the moving pieces that make up the foundation of any company selling business to consumer (B2C) or business-to-business (B2B). Their services aid national marketing campaigns and product launches with reputation management, crisis management plans, media training, organic SEO tracking, competitive analysis reports and online product reviews to help increase revenue and merit capital from investors. Visit for more information.

About The Natural Foods Merchandiser

The Natural Foods Merchandiser (NFM) is one of four New Hope Natural Media publications and provides readers information on products, trends and best business practices in the retail industry as well as news about legislation. Published 12 times per year, NFM represents the voice of the retail community in the natural and organic products industry.

About the Natural Products Association

The Natural Products Association (NPA) is the trade association representing the entire natural products industry. We advocate for our members who supply, manufacture and sell natural ingredients or products for consumers. NPA promotes the growth and success of the industry through the establishment of industry standards and ethical business practices. Founded in 1936, NPA represents over 2,000 members accounting for more than 10,000 locations of retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. Visit

Leave a Reply

Your email address will not be published. Required fields are marked *