{"id":12586,"date":"2025-11-06T10:59:33","date_gmt":"2025-11-06T10:59:33","guid":{"rendered":"https:\/\/www.medientraining-institut.de\/?p=12586"},"modified":"2026-09-03T06:23:46","modified_gmt":"2026-09-03T06:23:46","slug":"crisis-communication-poor-communication-can-be-very-expensive","status":"publish","type":"post","link":"https:\/\/www.medientraining-institut.de\/en\/crisis-communication-poor-communication-can-be-very-expensive\/","title":{"rendered":"Crisis Communication: Poor Communication Can Be Very Expensive"},"content":{"rendered":"

Crisis communication<\/strong> reveals true leadership. In critical moments, it\u2019s not polished statements that count, but clarity, attitude, and consistency. How an organization communicates in a crisis often determines whether it loses credibility\u2014or 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.<\/p>\n

Case 1: United Airlines and the Guitar Scandal<\/strong><\/h3>\n

What connects a country song and a billion-dollar airline? In 2009, Canadian musician Dave Carroll<\/strong> made history with his viral YouTube song \u201cUnited Breaks Guitars.\u201d<\/em> His guitar had been damaged during baggage handling by United Airlines\u2014an incident witnessed by several passengers.<\/p>\n

When Carroll filed a complaint, the airline dismissed his claim. Frustrated, he turned his experience into a song. It spread worldwide within days\u2014over 20 million views<\/strong>, massive media coverage, and a severe image crisis for United. In just four days, the company lost around 180 million dollars<\/strong> in market value.<\/p>\n

The real problem wasn\u2019t the broken guitar\u2014it was the broken trust. United\u2019s refusal to take responsibility became a textbook example of failed crisis communication<\/strong>.<\/p>\n

\"Ein

Dave Carroll’s song became a disaster for United Airlines \u2013 triggered by poor communication.<\/p><\/div>\n

Case 2: RBB \u2013 Silence as a Strategy<\/strong><\/h3>\n

The case of the German public broadcaster RBB<\/strong> showed how destructive silence can be. In 2022, former director Patricia Schlesinger<\/strong> faced allegations of personal benefits, opaque bonus payments, and lavish company expenses.<\/p>\n

Instead of addressing the accusations openly, management chose hesitation and avoidance. Information came late, fragmented, and defensive. The result: lasting damage to the broadcaster\u2019s credibility, internally and externally.<\/p>\n

The lesson is clear\u2014avoiding communication in a crisis only deepens the crisis. Transparency is not optional; it is the foundation of trust.<\/p>\n

<\/h3>\n

Case 3: Webasto and the First COVID-19 Case in Germany<\/strong><\/h3>\n

When automotive supplier Webasto<\/strong> faced Germany\u2019s first confirmed COVID-19 case in early 2020, its response became a model for effective crisis communication<\/strong>.<\/p>\n

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\u2014including from The Wall Street Journal<\/em>.<\/p>\n

<\/h3>\n

What Defines Successful Crisis Communication<\/strong><\/h3>\n

Effective crisis communication<\/strong> starts long before a crisis begins. Companies like Webasto rely on preparation, clarity, and integrity. Others\u2014like United or RBB\u2014react too late and lose control of the narrative.<\/p>\n

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\u2014and costly.<\/p>\n

<\/h3>\n

Inside a Professional Crisis Communication Training<\/strong><\/h3>\n

A structured training session helps organizations prepare for real scenarios through five key steps:<\/p>\n