Crisis? Communicating Effectively in a Crisis Situation

Image: Sample Illustration by DALL-E

The Müller-Brot Scandal: The Impact of Communication Failures and Hygiene Issues

What Led to the Downfall of Müller-Brot – and What You Can Do Better

Germany, Early 2012.
A scandal shakes public trust in a Bavarian traditional company. The name: Müller-Brot. Since 1930, the company was known for its bread rolls, pretzels, and craftsmanship. The brand’s promise was “Honestly Baked.” However, what was uncovered was far from appetizing—and certainly not honest.
Cockroaches. Mold. Rodent droppings.
And it wasn’t just any area – it was right in the production facility.

A Chronology of an Avoidable Corporate Bankruptcy:

2009: Reports from employees and a former technical manager reveal serious hygiene issues.
Authorities: Repeated complaints regarding hygiene in production.
Company Leadership: Takes no action – production continues as normal.
Early 2012: Health inspectors halt production, and the media pick up the story.

The consequences:

Supermarkets cancel orders.
Consumers turn away.
The company files for bankruptcy.
1,250 employees lose their jobs.
The name “Müller-Brot” becomes synonymous with “disgusting” instead of “honestly baked.”

What Went Wrong in Crisis Communication?

The Müller-Brot case demonstrates how disastrous communication can destroy the public’s trust and customer loyalty. The company’s leadership failed at several critical moments, highlighting the importance of media and communication training in crisis management:

Downplaying and Covering Up: Rather than proactively addressing the situation and involving the public early in the resolution process, the company attempted to cover up the issues.
Dismissing Responsibility: Instead of taking responsibility, the company tried to downplay hygiene violations as “temporary technical problems” or “isolated incidents.”
Loss of Trust: Instead of building trust, they lost it. They failed to stop production immediately and take public responsibility until authorities intervened.

The Importance of Media Training and Communication Skills

This behavior highlights why it’s crucial to teach executives and corporate spokespeople how to communicate effectively in a crisis. Communication training should be integrated into every company’s crisis strategy to handle tough questions and sensitive issues in a professional and empathetic way. Only then can trust with customers and the public be maintained.

Lack of Accountability:

Initially, company leadership refused to take responsibility. Only under public pressure did the majority owner, Klaus-Dieter Ostendorf, admit “serious mistakes” in handling the authorities, customers, and the public in an interview with Süddeutsche Zeitung. This case emphasizes the importance of transparent, honest communication during crises—something that can be learned through media training.

In February 2012, Jürgen Kluge, responsible for production and hygiene, was dismissed. In November 2015, a trial began at the Landshut District Court, where Ostendorf, Huhn, and Kluge were charged with economic crimes and hygiene violations. Müller-Brot ceased to exist after that.

How Does Successful Crisis Communication Work?

Crisis communication is one of the biggest challenges companies face and can occur at any time. But how you communicate during a crisis can determine its outcome. Media and communication training play a crucial role here.

Proactive Communication: Don’t wait until the crisis is in full swing. A good media training program teaches executives how to detect potential crises early and build a communication plan that establishes trust.
Taking Responsibility: Show authentic empathy and own up to your mistakes. Admitting faults in the media is vital. This kind of behavior can be learned through communication training.
Solution-Oriented Communication: Communication training helps present solutions in a clear and structured manner. It’s important to transparently outline the next steps to restore trust.

Positive Example:

In 2021, the European Food Safety Authority declared the food dye titanium dioxide as “no longer safe.” The ban initially applied to food but also included toothpaste. While many companies ignored or downplayed the issue, DM acted quickly and transparently, setting it apart from others.
Kerstin Erbe, CEO of DM, publicly promised that the transition to titanium dioxide-free formulations would be completed within six months, reassuring customers with a direct and transparent communication approach. DM is now considered a role model for successful crisis communication in the social web.

What Makes Effective Crisis Communication?

Successful crisis communication requires you to:

Communicate Proactively: Ensure that your company responds quickly and transparently even during a crisis.
Take Responsibility: Communicate honestly, take responsibility, and show genuine empathy.
Communicate Solutions: Develop strategies and present them in a clear and understandable way.
Be Open to Dialogue: Demonstrate that you’re willing to engage in conversations and resolve the crisis together.
Show Consistency: Your communication should be authentic and consistent, both externally and internally.

Effective crisis communication not only minimizes damage but can also ensure long-term loyalty from customers and employees. Media and communication training can help develop these skills.

Lessons from the Müller-Brot Scandal – Key Takeaways:

The Masholder Principle states:
“Good communication is not optional. It’s a necessity.”

In a crisis, a company needs:

Authenticity instead of downplaying issues
Reliable communication channels both internally and externally
A clear value system that holds even in turbulent times

And Now?

Ask yourself honestly:

Would your company withstand a real crisis?
Do you have a communication plan – and is it actively followed?
Is there someone responsible who can say, “I take full responsibility”?

If not, now is the time to make a change. Not when it’s too late, but beforehand.

Crisis is not a coincidence. Its outcome, however, is a leadership question.

Good communication may not work miracles, but it can save:
Your reputation.
Your brand.
The trust of customers, suppliers, and employees.