1. In a crisis, consistent brand-building and professional PR pay off -> Trust capital
2. The response to a crisis often shapes public perception more than the cause -> It is never about being right
3. There are proven strategies and effective tools for identifying a crisis at an early stage -> Vulnerability analysis
4. Hardly any corporate crisis becomes an existential crisis -> often an opportunity arises from it
5. A crisis plan and a well-coordinated crisis team are essential -> good preparation is half the battle
6. Speed is crucial -> much can be prepared in advance
7. Expect the worst (worst-case scenarios) -> then the actual situation loses its terror
8. Crisis management is about managing emotions -> because it is all about personal feelings, mostly fears, worries or, in some cases, a misguided sense of responsibility
9. Switching from reactive to proactive is a challenge -> let’s get back in the driver’s seat
10. Crises put partnerships to the test -> afterwards, they provide an excellent foundation for the future, but unfortunately only afterwards …

Conclusion: From esotericism to the profession of crisis communication – what general measures should be taken to heart:

• Conceive of crisis communication as a strategic management process
• Implement complex crisis management approaches: no ready-made solutions
• Do not generalise individual cases: every crisis unfolds differently, but follows similar patterns
• Take note of scientific research, utilise it, cooperate, demand/encourage knowledge transfer

Please feel free to request further information from us. Simply get in touch or contact our crisis hotline