Crisis communication with good judgement


Initial situation

The documentation procedure of a company in the processing industry did not fully comply with the relevant EU regulations. Though these regulations were subject to constant changes in the last 20 years, the firm did not correctly implement the latest rules. Although the omission did not affect product quality, there were concerns that rivals might try to benefit from making the error known to the public.


Together with our client we analyzed what consequences from a communication viewpoint the oversight might have regarding EU authorities, customers, media, competitors, management and employees, and used our findings to draw up and implement individual communication timetables for all groups of customers. In addition, we established the language to be used by management, customer advisers and communications department.


The company structured its communications with all the relevant groups affected in such a manner that its violation of the regulations could not have a negative impact on business.