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CORE STEPS - EXTERNAL CRISIS COMMUNICATION

...be the driver in your communication

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When a company comes under pressure from media, social platforms or public stakeholders, we provide clear, factual and reputation-conscious communication guidance. The aim is to preserve credibility, maintain control over key messages and prevent unnecessary escalation.

 

We support decision-makers in defining what should be communicated, when, and in what tone, always balancing transparency, responsibility and strategic restraint.

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The goal is to stabilise public perception, protect long-term reputation and ensure that communication remains aligned with legal, organisational and ethical boundaries – even under intense pressure.

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CORE STEPS IN CASE OF CRISIS COMMUNICATION
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...TYPICAL SITUATIONS INCLUDE

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  • media enquiries in sensitive or controversial contexts

  • public criticism or social media dynamics

  • conflicts with partners, suppliers or third parties

  • incidents affecting public trust or brand perception

  • situations requiring rapid, well-judged positioning

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Effective crisis communication is not about being loud or fast –

it is about being clear, controlled and credible under pressure.

1

SITUATION ASSESSMENT & FACT CONTROL

...before anything is communicated
 

Objective: Secure the ability to act.

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Rule: No communication without a minimum level of factual clarity – even under time pressure.

2

RISK ASSESSMENT & DECISION

...to speak – or deliberately not to speak?

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Objective: Limit damage, not create actionism.

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Rule: Not every crisis requires immediate public communication.Silence can be strategic – but it must never be uncontrolled.

3

DEFINITION OF CORE MESSAGES

...before the first statement

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Objective: Consistency and control.

 

Rule: One clear core message is better than ten relativizing statements.

4

LET'S TALK

...be the driver in your communication

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