Crisis Communication in Startups and Companies: How to Handle It Right – Boris Radke

About this episode

The absolute worst-case scenario for any startup: employees learn about an existential crisis from the newspaper. Boris Radke, communication expert at Omio, reveals the crucial aspects of successful crisis communication in this conversation – and what frequently goes wrong.

The Gorillas Example: When Communication Fails

As a current case study, Boris uses Gorillas, where mass layoffs were first communicated through media before employees were informed. He explicitly emphasizes: this isn't about evaluating the company's measures, but analyzing the communication strategy. Additionally, he's involved with Gorillas competitor Flink – important context for his assessments.

The case exemplifies how quickly crisis communication can escalate when fundamental principles are ignored.

The Right Sequence: Who Do You Inform First?

One of the most important rules in crisis communication: Internal before external. Your own employees must always be the first to learn about critical developments. Anything else destroys trust permanently and makes an already difficult situation even more complex.

Boris explains the typical information chain:

• –First, directly affected teams
• –Then the entire workforce
• –Only after that, external stakeholders like press, investors, or customers

Press Communication: Proactive Instead of Reactive

When the press already senses a crisis but your team doesn't know anything yet, you're in a precarious position. Boris's recommendation: Proactive communication is always better than reactive.

Instead of waiting for journalists to inquire, you should maintain control over the narrative. This means:

• –Preparing clear, honest statements
• –Designating a specific spokesperson
• –Directly contacting key media outlets

Building Trust Through Proper Communication

How do you build a stable relationship of trust through corporate communication? Boris emphasizes several key factors:

Transparency: Even unpleasant truths should be communicated openly. Concealment leads to bigger problems in the long run.

Consistency: All communication channels must convey the same message. Contradictions between internal and external communication are poison for trust.

Timing: The correct temporal sequence of communication is crucial for its effectiveness.

The Right Communicator: Who and What Tasks?

Who should act as communicator during crises? Boris explains this doesn't automatically have to be the CEO. More important factors are:

• –Credibility in the specific situation
• –Communication competence under pressure
• –Detailed knowledge about the crisis
• –Authority to make binding statements

A crisis communicator's main tasks include coordinating all communication channels, creating consistent messages, and managing different stakeholder groups.

Journalists Are Not the Enemy

An important point Boris highlights: Journalists are not fundamentally hostile. They have a job to do and are often willing to provide fair reporting when properly informed.

The key lies in:

• –Providing honest, comprehensible information
• –Respecting journalists' deadline pressure
• –Building long-term relationships, not just communicating during crises

What Could Have Gone Better?

Using the Gorillas example, Boris analyzes concrete improvement opportunities:

• –Earlier, proactive information to the workforce
• –Clearer external communication strategy
• –Better coordination between internal and external communication

How Do You Stay Out of the Headlines?

Prevention is the best crisis protection. Boris's tips:

• –Regular, open communication with all stakeholders
• –Building media relationships during calm periods
• –Clear internal communication guidelines
• –Preparation for various crisis scenarios

Internal Memos: What to Watch Out For?

Regarding internal memos, Boris warns of a common mistake: Everything written can become public. Therefore, internal communication should always be formulated in a way that would be defensible externally.

Important principles:

• –Clear, understandable language
• –Complete but not excessively detailed information
• –Empathetic tone, especially for difficult topics

Conclusion: Crisis Communication as a Leadership Task

Boris's central message: Crisis communication is a core competency for every leader. It often determines whether a company emerges from a crisis strengthened or weakened. Investment in professional communication structures pays off especially during difficult times.

The most important rule remains: Internal before external, transparency before concealment, proactivity before reactivity. Those who follow these principles have a good chance of mastering even severe crises communicatively.