Crisis PR Agency Munich – Crisis Communication Consulting
We serve our clients in
crises & transformations
and ethos
We support you with strategies and communication programs for crises and transformations. With over 20 years of experience in crisis PR and crisis prevention, we know what matters most in high-stakes issues.
and ethos
We support you with strategies and communication programs for crises and transformations. With over 20 years of experience in crisis PR and crisis prevention, we know what matters most in high-stakes issues.
Explore our areas of practice and services:
We minimize risks and protect your reputation: What sets us apart is our ability to quickly and insightfully assess the facts and the context. As your crisis communication agency, we develop the best solution for you. We work closely with our clients to seamlessly align crisis PR with overall management and corporate strategy.
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IT Security, Cybersecurity, and Data Loss
Communication solutions for cyber incidents such as ransomware attacks, data leaks, or hacking incidents. -
Business Transformation, Leadership Changes, Investors & Mergers
Communications for restructurings, acquisitions, investor entries, or leadership and CEO transitions. -
Internal Investigations, Conflicts, or Regulatory Inquiries
Audits and inspections by authorities, internal conflicts, whistleblower reports, etc. -
Legal Disputes and Conflicts
Communication strategies in legal disputes, arbitration, or public controversies. -
Risk & Compliance Issues
Expert communication on complex matters, including corruption, antitrust cases, human rights, and greenwashing. -
Product Recalls, Safety Notices, Critical Test Results or Studies
Managing recalls and communication of quality issues or safety-relevant test results. -
Business Continuity & Supply Chain
Expert communication on supply chain disruptions, production outages, logistical challenges, and their impact.
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“Those who panic in a crisis lose. Those who hesitate lose as well. The secret lies in finding the right balance: careful in analysis, swift in action — and clear in communication from the very start.”Tina Hunstein-Glasl
Consulting
Crisis communication program
When the stakes are high, we stand by your side:
As a crisis PR agency, we support you in communicating quickly, clearly, and credibly in critical situations. Together, we develop strategies, guidelines, processes, and messages that provide orientation both internally and externally, build trust, and prevent reputational damage.
With professional crisis communication, you stay in control and ready to act, even in high-pressure situations.
You gain confidence and room for action because workflows and messaging are clearly prepared. Your communication fosters trust among employees, customers, partners, and the public — while simultaneously protecting your brand, company, and reputation.
Confidence in your presence, clarity in your message, and the assurance of leading with composure even in challenging situations.
- Initial steps in incidents (First Responder & Immediate Support)
- Development of strategic crisis communication programs
- Creation of a master story and consistent core messages
- National and international implementation of professional crisis PR
- Implementation of internal and external communication programs (crisis PR)
- Editing and production of all communication materials, e.g., press releases, mailings, social media content, town hall presentations, videos, etc.
- Media and stakeholder management: handling media inquiries and support in customer and complaint management
- Support in managing social media and online backlash
- Spokesperson training and preparation for critical appearances
Consulting
Product recall communication
As an experienced crisis PR agency, we support companies through all phases of a product recall:
from strategic planning to targeted messaging and credible communication campaigns. In close coordination with product liability specialists, our expertise ensures rapid, transparent, and legally compliant communication with all relevant stakeholders – customers, retailers, partners and suppliers, employees, media, as well as authorities and institutions.
We develop tailored recall strategies for your product liability case, manage internal and external communication processes, and ensure that sensitive and complex information is communicated clearly, comprehensively, and empathetically.
- Development of a tailored product recall strategy
- Stakeholder communication: management of all internal and external communication processes
- Organization and execution of the complete recall communication, including along complex supply chains and multi-tier distribution channels
- National and international implementation of professional crisis PR
- Crisis hotline & service: support in customer communication and complaint management
- Editing and production of all communication materials for the recall, e.g., advertisements, press releases, mailings, customer information (including at points of sale), microsites, etc.
- Media and stakeholder management: handling media inquiries and supporting customer and complaint management
Whitepaper
Crisis Communication Guide & Checklist
Learn more on this topic in our Crisis Communication Guide & Checklist. Once you submit your request, the PDF will be automatically downloaded to your device.
Not every crisis turns into a scandal – but certain factors significantly increase the risk. When does a problem become a crisis, and when does a c...
- Crisis communication
- Crisis prevention
There was a time when crises occurred solely as isolated events: an accident, a product recall, an IT incident. The crisis manual would be consulte...
- Crisis communication
- Crisis prevention
Whether it’s a cyber incident, a product recall, or legal disputes, communication is the decisive factor in determining how strongly a crisis affec...
- Crisis communication
- Crisis prevention
Key Insights
Crisis PR in Practice: Strategic Guidance for Communication Professionals, Decision-Makers, and Leaders
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Clarity in a crisis does not mean having all the answers ready. It comes from transparency in the process: openly stating what is known, what is being investigated, and when the next information can be expected. This process communication provides guidance, even when many things are still uncertain.
Best User – always diving deeper.
The presence of leadership is also key. When those in charge are visible, show their stance, and remain approachable, this creates a sense of security. People want to see someone at the forefront taking responsibility – not only in good times, but especially in times of crisis.
And finally, attitude guides action: a clear attitude is an important navigator and determines how decisions are made, priorities are set, and those affected are dealt with. This is precisely why it remains stable and reliable even in uncertain times and is an essential part of the crisis resilience of companies and managers. When it is clear that actions and communication are based on stable values, orientation is created. In this way, attitude ensures clarity and reliability even in times of uncertainty.
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Communication in a crisis must take place at the right time – and that time is always different. As a general rule, those affected by a problem should always be the first to speak – and thus take control and interpret the situation in the crisis. Important: Crisis communication is always process communication.
The timing depends largely on the situation: obvious disasters, product risks, or cyberattacks require immediate and active information so that those affected are protected and legal obligations are fulfilled.
In other cases, such as legal disputes, regulatory inspections, or compliance issues, it may be advisable to take time for a more comprehensive analysis and then approach the public or those affected with more information. Sometimes there are occasions that can be used to advantage for publication, such as a court date, a media inquiry, or an interview.
It is not necessary to have all the facts before communication begins. Crisis communication is process communication, which means transparently explaining what is known, what is still being investigated, and when updates will be provided. A visible presence of leadership helps because it signals attitude and responsibility, even if not all the answers are available yet.
To keep pace with the situation, the better the communication is prepared, the easier it is to respond quickly and specifically in an emergency. That is why clear processes, coordinated roles, and text modules belong in every crisis manual – they provide valuable time and confidence in the moment of escalation.
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Crisis PR must not only be strong at the beginning and then fade away. Leadership must remain visible throughout the entire duration of a crisis, provide regular updates, and show that it is staying on top of things – even if there is no spectacular news. Consistency means that messages and actions remain aligned, values are clearly evident, and no contradictory signals are sent.
Presence is a clear leadership task – both internally and externally. It helps to create clarity and maintain trust, even when not all the information is available yet. But this is also where the risks lie: a wrong word, a careless gesture, or an awkward appearance can have fatal consequences. That is why media training and training for successful appearances are key components in preparing managers for these moments. Only those who appear confident, credible, and consistent can provide guidance and maintain trust in a crisis.
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The right message in a crisis is never static or perfect, but must be appropriate to the time, situation, context, and your own attitude. It is crucial that messages provide guidance and support trust. The following principles and the creation of a central master story as a crisis narrative have proven successful:
Clarity in language and argumentation ensures that messages are well understood and that there is no additional room for interpretation that could lead to misunderstandings.
Guidance means honestly classifying what is already known and what is still being examined: "We don't know everything yet, but we're working on it" is more credible than a contrived master plan that later collapses.
Consistency is essential – those who say A today and B tomorrow lose trust and appear unreliable. Messages must therefore be coordinated, verifiable, and consistent across all channels.
Attitude also counts: people listen not only to facts, but also to tone of voice, values, and empathy. It is about visibly taking responsibility – through language that takes those affected seriously, addresses their concerns, and actively offers solutions. For messages to have a lasting effect, they must be repeated continuously and adapted to different target groups, such as customers, employees, partners, or the general public.
A master story helps to bring all of this together.It forms the connecting narrative and keeps communication consistent. This master story follows the central 3Cs: Concern – what happened, Control – how we are addressing the problem, how we are solving the crisis, and Commit – showing empathy and making a clear commitment to take responsibility. These three elements make it possible to combine clarity, orientation, consistency, and attitude in a coherent message.
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In a crisis, trust is not built through perfect answers, but through a clear stance and comprehensible actions. Companies must take responsibility, take those affected seriously and openly explain what has happened – without sugarcoating it. It is equally important to highlight concrete measures to contain the crisis and the lessons learned from it so that similar mistakes do not happen again.
Clear and consistent messages provide guidance, even when not all the facts are yet available. Open communication – "We don't know everything yet, but we are working on it and will provide regular updates" – is more credible than reassurances or untenable quick fixes. Trust also grows through reliability in communication: through regular updates, comprehensible timelines, and confirmation of progress.
Empathy is an important component: showing that you understand the concerns of customers, partners, and the public and are addressing them seriously. This also means engaging in dialogue, listening to feedback, and answering questions instead of just sending one-sided messages. The visible presence and attitude of leadership further enhances credibility and conveys a sense of responsibility.
Ultimately, it is not only communication that counts, but also consistent action:those who keep their promises, offer redress, and demonstrate their ability to learn can regain lost trust and consolidate their reputation in the long term.
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What is essential is the presence of leadership and its impact: a crisis requires leadership presence. Those in charge and managers must be visible, show their stance, and provide clarity. Those who bear responsibility must show themselves. Especially in a crisis, it is important that leaders are accessible, approachable, and visibly present. The following practical experience shows who is best to speak in a crisis.
Spokespersons from specialist departments help to convey competence and expertise. Press spokespersons provide information, communicate the process, and keep the ball rolling. CEOs, board members, or managing directors only speak first when the event is particularly serious, catastrophic, and momentous. Or when they take direct and personal responsibility in the case of a small or medium-sized company. Otherwise, they do not speak (initially) – or only in the context of a necessary assessment and (final) evaluation.