Crisis Management: The importance of prevention and containment

Feb 22, 2023 | Blog

A company's reputation is one of its most valuable assets. It is extremely important to work to maintain your public image, but nothing makes a business immune to possible adversities. At these times a good crisis management It is crucial to regaining the trust of those who consume the product or content of those who were affected. 

Prevention first 

Before a crisis arises, it is important that the communications team studies the company and detects possible scenarios and risks, allowing a response to occur more quickly if it materializes. Furthermore, learning from competitors' mistakes is a good way to align yourself for possible crisis management. 

To do this, it is necessary to have experienced professionals to take care of the brand's image and continuously map internal and external scenarios and processes that may eventually trigger problematic situations.

The importance of containment 

The best case scenario would be to keep all variables under control in order to avoid crises. It is known, however, that not every crisis is predictable, see what happened recently with the Americans. Most likely, the communications team did not know that there were accounting inconsistencies. In these moments, the important thing is to take control of the narrative, not delaying in starting to act. 

It is extremely important to establish a committee that will be responsible for communicating with the media and the external public, informing the decisions that have been and will be taken by the company. This will prevent possible speculation that could further damage the image. 

Defining who will be the spokesperson is also an important decision. The person in question must receive training to deal with approaches from the press. 

Assessing the magnitude and possible consequences are important responsibilities of the team chosen to manage the crisis. Being prepared for different scenarios allows assertive tactical actions to be taken. 

Managing crises is visually compared to containing a domino effect, preventing fallen pieces from toppling those that are still intact. It is to prevent the problem from taking on greater proportions with undue interpretations.

Gerenciamento de Crise

 Crisis Management for people

Image crises can also affect people. The “cancellation” of personalities can occur quickly thanks to social networks. Big Brother Brasil brings several examples, such as Karol Conká, who in 2021, had her image tarnished by aggressive speeches and impulsive behaviors. Even before her departure from the reality show, her communications team began to consider how this could affect the rapper's career. 

Still in the BBB context, another example that can be cited as a good reference for crisis management is the case of Bianca Andrade, Boca Rosa, who in the 2020 reality show supported confined people with sexist plans and speeches, contrary to sorority, resulting in a strong campaign for his departure, and consequently, his cancellation.

After her departure from the program – added to the recognition of the mistakes she made within the house and apologies – Bianca counted on the work of managers who not only reversed the negative image of the businesswoman, but also increased the favorability of her brand, Boca Rosa Beauty.

Here we cite two emblematic cases of Big Brother Brasil, but analyzing everyday life with the internet where a tweet or even an unpretentious message in stories is shared by thousands of people at high speed, the risk of crises generated by inappropriate statements and positions is potentially greater. And in this case, in the case of public figures, having a team prepared to deal with the return of the situation is essential.

Who can act in crisis management?

As important as managing crises is ensuring that this action is carried out by competent professionals who have experience in the subject. This role can be played by:

  • External consultants

Companies can hire external consultants who specialize in crisis management to help lead the response. These consultants can bring specific experience and knowledge to help the company navigate a complex crisis. Public Relations and Press Relations professionals are skilled in this role.

  • Crisis Management Team

There are companies that have teams dedicated exclusively to crisis management. These teams often include people from different areas of the company, such as risk management, communications, legal, human resources, information technology, operations and finance.

  • CEO or executive director

The CEO is the natural leader of crisis management. As the company's top executive, the CEO has the strategic vision and authority necessary to make critical decisions in a time of crisis.

  • Communications Director

In times of crisis, communication is one of the main concerns. In these cases, the chief communications officer may lead the company's response, working closely with other functions such as the CEO, legal, and HR.

  • Operations manager

In some crises, the operations manager may be the natural leader of the response. Especially if the focal point of the conflict is related to the supply chain, logistics or production.


Crisis management is an essential process for all companies, regardless of their size or sector. It is essential to have a clear crisis management plan in place, with well-defined roles and responsibilities, so that the company is prepared to face any unforeseen situation. Crisis prevention and containment are vital to ensuring the long-term survival and prosperity of the company, as well as maintaining public and customer trust. Companies that can effectively manage crises have a significant advantage over those that do not, as they are able to deal with adverse situations proactively and quickly, minimizing the negative impact on their image and reputation. Therefore, it is essential that companies invest in effective crisis management strategies and plans to ensure their sustainability and success in an increasingly unpredictable and complex world.

Fundamento Grupo de Comunicação has been working in the area of Crisis Management, media training and press relations for over 30 years. Call our team to draw up a prevention and contingency plan for your business.

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