Crisis communication reveals true leadership. In critical moments, it’s not polished statements that count, but clarity, attitude, and consistency. How an organization communicates in a crisis often determines whether it loses credibility—or earns trust. Three real-world examples show how poor communication can become extremely costly, and how the right approach turns crises into opportunities for integrity and strength.
Case 1: United Airlines and the Guitar Scandal
What connects a country song and a billion-dollar airline? In 2009, Canadian musician Dave Carroll made history with his viral YouTube song “United Breaks Guitars.” His guitar had been damaged during baggage handling by United Airlines—an incident witnessed by several passengers.
When Carroll filed a complaint, the airline dismissed his claim. Frustrated, he turned his experience into a song. It spread worldwide within days—over 20 million views, massive media coverage, and a severe image crisis for United. In just four days, the company lost around 180 million dollars in market value.
The real problem wasn’t the broken guitar—it was the broken trust. United’s refusal to take responsibility became a textbook example of failed crisis communication.
Dave Carroll’s song became a disaster for United Airlines – triggered by poor communication.
Case 2: RBB – Silence as a Strategy
The case of the German public broadcaster RBB showed how destructive silence can be. In 2022, former director Patricia Schlesinger faced allegations of personal benefits, opaque bonus payments, and lavish company expenses.
Instead of addressing the accusations openly, management chose hesitation and avoidance. Information came late, fragmented, and defensive. The result: lasting damage to the broadcaster’s credibility, internally and externally.
The lesson is clear—avoiding communication in a crisis only deepens the crisis. Transparency is not optional; it is the foundation of trust.
Case 3: Webasto and the First COVID-19 Case in Germany
When automotive supplier Webasto faced Germany’s first confirmed COVID-19 case in early 2020, its response became a model for effective crisis communication.
The company acted fast, informed employees and the public with clarity, and showed empathy. It openly shared what was known, what was uncertain, and how it would protect its workforce. The result: instead of stigma, Webasto earned respect and positive international media coverage—including from The Wall Street Journal.
What Defines Successful Crisis Communication
Effective crisis communication starts long before a crisis begins. Companies like Webasto rely on preparation, clarity, and integrity. Others—like United or RBB—react too late and lose control of the narrative.
Dr. Nikolai A. Behr has trained leadership teams and communication departments across industries to be ready before the storm hits. Because planning communication only after a crisis has begun is reckless—and costly.
Inside a Professional Crisis Communication Training
A structured training session helps organizations prepare for real scenarios through five key steps:
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Scenario design: Identify potential crises and plan responses.
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Defined responsibilities: Clarify who decides and who speaks.
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Practical exercises: Simulate the first hour of crisis response.
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Communication chains: Establish internal and external reporting flows.
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Leadership attitude: Shape the values guiding all public actions.
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Empathy in practice: Speak with clarity, compassion, and credibility.
The Golden Rules of Crisis Communication
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Put people first: Those affected deserve empathy, not corporate language.
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Act fast: Deliver an initial statement within 24 hours—even if not all details are known.
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Show leadership: The CEO must be visible, not just the PR team.
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Stay authentic: Conviction beats scripted phrases every time.
The G.A.M.E. Code: Structure for Any Crisis Situation
At the German Institute for Communications & Media Training (DIKT), Dr. Nikolai A. Behr and his team use the proven G.A.M.E. Code—a strategic framework that brings clarity and composure to any communication challenge:
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G: Define your Goal – what do you want to achieve?
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A: Understand your Audience – who is listening and what do they expect?
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M: Shape your Message – concise, honest, and relevant.
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E: Add Extras – stories, data, or emotion to create resonance.
This model helps leaders stay calm, focused, and persuasive in every crisis.
Conclusion: Communication Is the True Crisis Competence
Crisis communication is not a PR exercise—it’s a leadership skill. Those who communicate clearly, quickly, and humanely maintain trust even when the facts are uncomfortable.
Prepared leaders do not panic—they lead.
👉 Schedule a strategy session with Dr. Nikolai A. Behr and the Media Training Institute team:
📧 office[at]medientraining-institut.de ☎ 0700 CALL-BEHR
Photo: DIKT GmbH
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