An image crisis presents a significant challenge for companies. This phase, during which an incident negatively impacts a brand’s image among relevant target audiences, can lead to a noticeable loss of trust. Understanding and distinguishing key concepts such as image, trust, and reputation is crucial to grasp the dynamics of an image crisis and implement…
An image crisis can be precisely defined from a communication science perspective, specifically within the theory of image crisis, as follows: »An image crisis is a period in which an incident or event alters or has the potential to alter the image of a corporate brand, product brand, or similar entity among economically relevant target…
The Traditional Understanding of Crisis Communication There was a time when crisis communication appeared straightforward: there was an incident, the company, and »the media«. Two communication strategies were available – »defensive« and »offensive«: either remain silent and wait it out or lay all the cards on the table immediately. The choice was made by either…
Image crises can quickly become expensive. Image crisis costs can easily reach seven figures in dollars or euros and, in severe cases involving large companies, even ten figures. The lion’s share of the damage potential in an image crisis (often mistakenly referred to as a reputation crisis; more on this here)is usually not found in…