Reputation under pressure: an effective strategy in crisis
Industry:
Construction
- Brand Reputation, Crisis Communications and Issues Management, Strategic Advisory
Background and context
The Polish operations of one of the largest companies in its sector faced a serious reputational crisis linked to the war in Ukraine and the presence of a Russian minority shareholder. Under intense media and public scrutiny, it was critical to quickly separate the image of the local organisation from global ownership ties while maintaining stable relationships with employees, partners and public institutions.
Key circumstances
- Heightened social and political sensitivity following the outbreak of the war.
- Risk of being placed on a sanctions list.
- Growing pressure from media and public opinion.
- The need to demonstrate the company’s genuine engagement in supporting Ukraine.
Communication objectives
The objective was to protect the company’s reputation and maintain the trust of key stakeholders – employees, partners, public administration representatives and the media.
- Separating the image of the Polish entity from the controversial shareholding structure.
- Strengthening the message of solidarity and social responsibility.
- Maintaining credibility and avoiding sanctions.
- Calming the media narrative and limiting speculation.
- Stabilising both internal and external communication.
Strategic approach
Within hours of the issue escalating, we activated a Crisis Team and developed a coherent messaging architecture covering four parallel communication streams: employees, media, partners/public administration and the general public.
Key elements of the approach:
- Rapid risk assessment and preparation of scenario-based responses (“worst case”).
- Grounding communication in values: solidarity, responsibility and transparency.
- Intensive internal communication (CEO letter, cascade meetings, hotline, educational materials).
- Arranging interviews, explanations and media publications – with emphasis on the company’s tangible relief efforts.
- Continuous monitoring and active response to media inaccuracies.
- Cooperation with aid organisations and NGOs, confirming the authenticity of CSR activities.
Results
Ultimately, the situation stabilised across several dimensions:
- The company was not subject to sanctions.
- The media narrative softened and journalistic commentary became more fact-based.
- Relationships with key public partners were maintained.
- Strengthened internal cohesion – employees became ambassadors of the company’s relief efforts.
- The company was perceived as one of the most engaged organisations supporting Ukraine.
Conclusions and strategic significance:
- Immediate activation of crisis measures minimises reputational risk under intense media pressure.
- Integrating CSR activities with crisis communication strengthens message credibility.
- Employees are a key channel in stabilising corporate reputation – effective internal communication protects the brand.
- Transparent explanation of ownership structures helps separate the local brand from corporate-level decisions.
Selected Projects Demonstrating Our Impact
Explore other projects where our strategic approach and precise execution delivered measurable results – building stakeholder trust, strengthening narratives and ensuring information stability.
- Corporate Communications, Crisis Communications and Issues Management, Digital and Social Dialogue
Effective communication of a production suspension decision
Challenges
- The project involved communicating a production suspension across three countries (Poland, Romania and Germany), requiring simultaneous engagement with all key stakeholder groups.
- Significant reputational risk: the facility was one of the largest employers in the region.
- Capital market pressure – potential implications for the Group’s financial performance and strategic positioning.
- Risk of social escalation and media speculation.
Wyzwania
- The project involved communicating a production suspension across three countries (Poland, Romania and Germany), requiring simultaneous engagement with all key stakeholder groups.
- Significant reputational risk: the facility was one of the largest employers in the region.
- Capital market pressure – potential implications for the Group’s financial performance and strategic positioning.
- Risk of social escalation and media speculation.
Rezultat
“Thanks to precisely planned and coordinated communication across three countries, market stability was maintained – the share price did not experience significant declines and investor reactions remained measured. Media coverage was consistent, factual and aligned with verified information, limiting speculation and emotional narratives. Employees in Romania received the information calmly and without escalation of tensions, while key stakeholder groups – from public administration and clients to business partners – were provided with clear and comprehensive explanations. The organisation maintained control over the narrative, minimising reputational risk and preserving credibility across all markets.”
The result
“Thanks to precisely planned and coordinated communication across three countries, market stability was maintained – the share price did not experience significant declines and investor reactions remained measured. Media coverage was consistent, factual and aligned with verified information, limiting speculation and emotional narratives. Employees in Romania received the information calmly and without escalation of tensions, while key stakeholder groups – from public administration and clients to business partners – were provided with clear and comprehensive explanations. The organisation maintained control over the narrative, minimising reputational risk and preserving credibility across all markets.”
- Public Affairs, Strategic Advisory
Nuclear energy under scrutiny. Public Affairs in a strategic energy investment
Challenges
- A project involving the construction of a second nuclear power plant in Poland, characterised by high political and strategic sensitivity.
- The need to separate facts from emotions in the public debate on nuclear energy and the selection of a plant location.
- The necessity of maintaining predictable dialogue with decision-makers, local authorities and local communities.
- Strengthening regulatory trust and social support in post-coal regions.
Wyzwania
- A project involving the construction of a second nuclear power plant in Poland, characterised by high political and strategic sensitivity.
- The need to separate facts from emotions in the public debate on nuclear energy and the selection of a plant location.
- The necessity of maintaining predictable dialogue with decision-makers, local authorities and local communities.
- Strengthening regulatory trust and social support in post-coal regions.
Rezultat
Thanks to a coherent Public Affairs strategy, the investor achieved a stable, fact-based media narrative without reputational crises. Trust among key decision-makers increased, confirmed in discussions at the government level. Information programmes translated into greater social acceptance in potential project locations. EDF is now perceived as the most prepared and transparent partner in the nuclear project. The project is ongoing, and the competitive advantage continues to grow quarter by quarter.
The result
Thanks to a coherent Public Affairs strategy, the investor achieved a stable, fact-based media narrative without reputational crises. Trust among key decision-makers increased, confirmed in discussions at the government level. Information programmes translated into greater social acceptance in potential project locations. EDF is now perceived as the most prepared and transparent partner in the nuclear project. The project is ongoing, and the competitive advantage continues to grow quarter by quarter.
- Brand Reputation, Crisis Communications and Issues Management, Strategic Advisory
Litigation PR for Company “A” vs. UOKiK
Challenges
- UOKiK proceedings involving the risk of maximum penalties and allegations against the management board.
- The need to rapidly reframe communication towards the courts and public opinion.
- High media interest and pressure to maintain the company’s credibility.
- Protection of reputation in a regulated and socially sensitive energy sector.
Wyzwania
- UOKiK proceedings involving the risk of maximum penalties and allegations against the management board.
- The need to rapidly reframe communication towards the courts and public opinion.
- High media interest and pressure to maintain the company’s credibility.
- Protection of reputation in a regulated and socially sensitive energy sector.
Rezultat
The company’s arguments were reflected in 70% of media coverage, shifting the tone of the media narrative. Expert voices appeared in the public debate, reinforcing the company’s position. Critical commentary redirected attention towards UOKiK’s actions, weakening its message. The company maintained stakeholder trust through consistent communication, and the legal proceedings were largely concluded.
The result
The company’s arguments were reflected in 70% of media coverage, shifting the tone of the media narrative. Expert voices appeared in the public debate, reinforcing the company’s position. Critical commentary redirected attention towards UOKiK’s actions, weakening its message. The company maintained stakeholder trust through consistent communication, and the legal proceedings were largely concluded.
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