What is the first step in a crisis?

Kaltwasser: Pause and keep calm. The biggest challenge is simply recognising whether you are in a crisis and how to classify it. A crisis that creeps up on you, in particular, is often only recognised as such at a late stage. And that’s what makes it so challenging, because every crisis is different and, ultimately, there are no universal rules or warning signs. 

Is there a sort of checklist for a crisis?

Kaltwasser: Yes and no. Every crisis is different. I would caution against using checklists for the entire crisis scenario, but instead recommend a case-by-case approach. That doesn’t mean, however, that you can’t prepare professionally. Ideally, checklists and recommendations for action should be prepared for individual sub-processes in crisis management so that you can refer to them in an emergency.

What exactly is the aim of crisis communication?

Kaltwasser: The aim of crisis management is to contain the crisis and return to normal, orderly daily life. Figuratively speaking, this means returning from stormy seas to calm waters. This can only be achieved by regaining trust. Of course, it is even better not to let crises arise in the first place and to avert them in advance. 

What principles should be observed in the event of an acute crisis?

Kaltwasser: Generally speaking, there are five principles for this: thorough preparation, rapid response, internal communication before external communication, clear and consistent messages, visibility and accessibility. Furthermore, crisis management is primarily about managing emotions: it is essential to take the psychological mechanisms into account. Taking moral responsibility is different from admitting guilt. Those affected are usually unable to react professionally or neutrally. The distinction between victim and perpetrator is often blurred, particularly from the perspective of those affected. Different truths and varying perspectives are the greatest challenge in crisis communication. Anyone can learn the technical skills, but one must first understand, acknowledge and be able to deal with the psychological underpinnings. 

In the event of an acute crisis, is it advisable to bring in external consultants – in other words, to ‘outsource the crisis’?

Kaltwasser: This is often the right choice, particularly because, within a company, even a crisis manager or press spokesperson is naturally a party involved. Companies benefit from external consultancy above all in terms of professionalism, experience in crisis situations and an objective perspective. An external consultant is not emotionally involved to the same extent and can therefore lead the crisis team and implement measures much more effectively. This is particularly true in the case of home-grown, creeping and internal corporate crises.

What is the importance of crisis communication within a company?

Kaltwasser: Every company should have a crisis plan and regularly review crisis scenarios. Whether it’s a one-man business, a tradesman’s firm or a large corporation: crises strike unannounced and at any time, and a large part of professional crisis management is done if you have addressed this issue in advance. For instance, it is usually too late for initial media training once the crisis has already occurred.