A company's true character is revealed in a crisis.

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A crisis is a touchstone for every company. In economically and socially uncertain times more than ever. Because it is precisely during a crisis that the "character" of a company is revealed. This is especially true when it comes to dealing with the crisis - within the company, with customers and partners and with the relevant public figures.

Those who are prepared to protect their reputation in times of crisis by setting up the right communicative measures are known to be better off. In the best case, the image can even be improved through openness and a clear strategic communication. 

Reputation is the lifeline in a crisis

Communicative crisis management and thus the protection of a company's reputation is virtually impossible without appropriate preparation, because: 


  • Crises today always take place in front of an audience.
  • The multipliers of bad news can no longer be captured.
  • Companies are expected to "function" in a social sense.
  • The voices of citizens' initiatives, NGOs, interest groups, etc. are becoming "louder" via social media.
  • And the virtual personal union of customer, protester, critic and smartphone reporter essentially means one thing: zero room for error.


The crisis "eco-system" in which companies find themselves today has changed significantly in recent years and has become even more acute since the coronavirus crisis and the current economic upheaval. Established theories and patterns of action for crisis management are increasingly losing their validity. Crisis strategies and manuals that were created 10 years ago are now largely useless. This is because crisis management today is more company-specific than ever before. Just as specific as the reputation of each individual company and the strengths and weaknesses on which it is built. 

A solid reputation is important in good times, but it is essential for crisis management. It is a company's lifeline in a crisis. And the basis for navigating through the storm without suffering lasting damage. In the age of social media and real-time reporting, not taking a clear communication course or, even worse, not communicating at all is no longer an option. 

Every crisis is unique

In principle, any event in a company that deviates from the normal or standardized course of business and has the potential to damage the company's reputation and thus its value can be considered a crisis. A company's reputation can be based on various, company-specific patterns:

  • The "personal" reputation - strong personal presence of the owner or management for the company
  • The "human" reputation - employees (and their skills) are at the forefront as ambassadors for the company
  • The "professional" reputation - quality or special characteristics of the company's products or services
  • The "social" reputation - the company as a "good citizen" (social, community, sustainability, etc.)
  • The "economic" reputation - economic strength, vision, mission and values of the company


In addition, the topic of "responsibility" is becoming increasingly essential for a company's reputation. Expectations of how companies should behave (while) doing business are now a key factor in building a reputation. For example, around 90% of Generation Z customers, the first "digital generation", believe that companies have a responsibility to address environmental and social issues.

The crisis fitness check for your company

Are you crisis-proof? We will test you! As part of a crisis fitness check, we examine your communication structure for optimization potential and work with you to build a resilient crisis infrastructure. We prepare you optimally for a crisis – so you have a plan when you really need it!