Crisis communication is an essential and important part of any communication plan. When a crisis becomes public, economic damage can quickly be accompanied by a loss of reputation and a negative image. Here you will find the most important tips on what to do or avoid in a crisis.


React quickly. In a crisis situation, immediate response is essential.

Be prepared. It is important to have one or even several tangible contingency plans on hand in the event of an emergency.

Precise research. All facts must be carefully investigated and verified so that false information can be refuted and rumors avoided.

Communicate honestly. Honesty is the order of the day in crises, lies only make things worse.

Show empathy. Right at the beginning one should express one’s sympathy for those affected.

Admit mistakes. The events that led to the crisis should be acknowledged with honesty and responsibility.

Take the offensive. Do not act defensively but proceed according to the motto “attack is the best defence”.


Underestimate the crisis. The event, its dynamics and effects should not be underestimated under any circumstances.

Start an argument with critics. One should not say a negative word about critics and certainly not discredit them. Don’t threaten to take legal action.

Remain silent or wait for the crisis to disappear on its own. This does not happen and a lack of communication usually leads to an even worse opinion in public perception.

Censor. All information should reach the public freely and uncensored.

Distract. Distraction manoeuvres are not advisable, nor should the focus be on competitors.

Salami tactics. The information should be presented to the public at once and not “in small slices”.