Crisis communication and prevention

Why companies need crisis communication

The loss of reputation of AstraZeneca or the whistleblowing at Uber show: Often enough, all it takes is one dissatisfied employee or a single critical enquiry from the press and a company slides into a full-blown communications crisis. In such situations, the top priority is to act prudently.

In every company there is at least one potential trouble spot. Be it cyberattacks, poor service, false reports, defective products, personal misconduct of the management or even investigations by the public prosecutor. In most cases, such a crisis comes as a surprise, but crisis prevention creates room for manoeuvre.

Crisis prevention

The best crisis communication is that which does not have to take place at all. With crisis prevention, potential trouble spots are identified, prioritised and, if possible, eliminated in advance. This includes, for example, making employees aware of possible crisis triggers. In a next step, companies need a crisis manual that defines precise procedures and guidelines in the event of a crisis. It basically functions as a fixed script that regulates exactly who has to do what and when in the event of a crisis.

Crisis prevention makes it possible to gain communicative control over the situation and to maintain the trust of stakeholders.

Communication crises cannot (always) be avoided, but they can be managed and controlled through good preparation.

The DOs and DONTs of crisis communication




Crisis communication: How we support you

Workshops: We identify possible trouble spots and analyse the potential communicative crises. In an inventory, we evaluate the potential trouble spots according to severity, probability of occurrence and impact on the company. We set the course for the development of a strategy for dealing with crises. We also evaluate which proactive measures can be used to defuse potential crises in advance.

Crisis manual: Based on the workshop, we develop a manual for crisis communication. In it, we define efficient organisational and process structures for the event of a crisis and set up an early warning system. The crisis manual contains communication guidelines, workflows, information guidelines and responsibilities in the event of a crisis. We also anticipate critical questions and develop statements for crisis communication.

Media training: We know how journalists work and why they conduct interviews. In media training, we teach you the written and unwritten laws of talking to media representatives. We prepare you to answer critical questions and to place your own messages in interview situations – also in front of the camera. We give feedback from the perspective of journalists and PR experts.

Crisis management: If there is an acute risk of crisis, we immediately set up a close-meshed media monitoring system and advise you on appropriate communication with customers, employees and the press in cooperation with your lawyer.

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