Lessons from the gaming industry: Crisis prep, transparency and trust

Plus, why practicing the “what ifs” uncovers blind spots and strengthens trust before a real crisis hits, Dara Cohen says. 

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

Cohen joined the AGA from MGM Resorts International, where she was the director of regional corporate communications. In this role, she managed communications for regulatory and advocacy matters, business and financial initiatives, community engagement and more, for MGM Resorts’ non-Vegas entities. Cohen also served as the spokesperson for crisis & issues management.

Previously, she led the internal and external communications strategy for Live! Casino & Hotel Maryland with The Cordish Companies. Over the course of her career, she has played a key role in the opening of five casinos across the U.S., as well as several dining venues and sportsbooks.

At the American Gaming Association, you’re shaping the narrative for an entire industry. How do you ensure your messaging resonates with such a wide range of stakeholders?

It’s about creating messaging that’s credible and considers how different stakeholders will perceive it. Listening is key, and so is keeping our messaging clear and consistent. We’re always working closely with our members, regulators, and other stakeholders so the message reflects collaboration and shared priorities – that’s how we build trust across such a broad audience.

Having led both internal and external comms, how do you decide what stories are best told inside the organization versus those that should reach the public?

Internally, it’s about resonating with the team members – helping them understand the bigger picture, why their work matters and ultimately ensuring they feel appreciated and respected.

Externally, it’s about telling the stories that build trust in the industry across all stakeholders. Some stories belong inside to motivate or appreciate the team, while others have the opportunity to strengthen trust and reputation.

Casinos are highly regulated and sometimes scrutinized — what have you learned about navigating tough issues and building trust through communications?

I’ve learned that it’s important to be direct and calm. Gather the facts, but also be quick on your feet. The more open and straightforward you are – both externally and with your employees – the more trust you build. Even if you can’t say a lot yet or don’t have every answer, being transparent about the process goes a long way.

With your career spanning casinos, resorts, dining, and now industry leadership, what’s one skill that has carried you successfully through every role?

I’d say it’s my drive, fueled by my curiosity and ambition. Every role has been different, but those differences have pushed me to dive in and learn quickly, adapt, connect with my team, and figure things out.

You’ve been on the front lines of major issues in highly regulated industries. How can tabletop drills uncover blind spots before a real crisis hits?

Tabletop exercises allow you to take a step back and talk through the “what ifs.” They allow you to spend time with not just your direct team but other internal stakeholders, building those relationships so when things get hectic, you have a better idea of how to work together. You can’t practice for everything, but these exercises help identify strengths and weaknesses and give you a guideline for when things really happen.

What’s the most rewarding part of your job?

Honestly, every day brings something new and I love that. I am only a year into my current role so I am still learning – whether it’s digging into policy issues I hadn’t worked on before, partnering with new voices in the industry, or finding a new way to tell our story. All of it is exciting!

 To learn how to run a crisis drill that works,  join Ragan’s Communications Boot Camp, where Dara Cohen will share practical steps to run a realistic exercise that gets your organization crisis-ready on Thursday, Sept. 18th. Register here.

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

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