Media Systems’ article, titled “Crisis — an Exam for the Brand: The Art of Anti-Crisis Communications,” explores how brands can preserve trust, navigate public uncertainty, and protect their reputation through well-structured and responsible communication strategies.
In today’s rapidly changing landscape, crises — whether operational, reputational, or societal — can unfold unexpectedly and pose serious risks to any organization. The article examines how crisis moments become a true test for brands, revealing their readiness for transparent dialogue, their internal coherence, and their ability to respond quickly while maintaining credibility.
Drawing on classic global cases, including Johnson & Johnson’s handling of the Tylenol crisis, Toyota’s internal communication failures during the 2010 recall, Samsung’s prolonged Note 7 challenge, and United Airlines’ global reputational crisis, the article highlights the irreplaceable role of communication as a strategic defense tool.
The article outlines why internal communication is foundational in crisis scenarios. Ensuring that employees are informed, aligned, and confident reduces the risk of misinformation and panic — and ultimately shapes how the company communicates externally.
Equally important is external communication — the organization’s ability to speak to media, partners, consumers, and the public with clarity, empathy, and responsibility. The article explains how thoughtful external messaging can prevent confusion, reduce reputational damage, and demonstrate that the company is in control of the situation.
In addition, the article highlights the communication approaches that shape how messages are delivered and perceived — compassion, responsibility, openness, and timeliness. Together, these methods help organizations rebuild trust and strengthen their public image even after severe reputational challenges.
Read the full article on Sostav.ru.