Because every crisis is unique, there are as many communication strategies as there are types of crises. An integrated approach through a communication centre is a must.

When the British mobile phone operator Vodafone reduced the price of the Option data card temporarily from €299 to €1, and customers had to take out a two-year subscription to qualify for the reduction, it came as a shock to investors. Because they had misunderstood the promotional campaign, they sent the share tumbling by 8.1% to 16.8.

When Pepsi Cola tins were found to contain needles, the company showed incontrovertible confidence and trust in its production system. There was no panic reaction whereby the tins were taken off the shelves. On the contrary: Pepsi showed great openness immediately and called in the proverbial bogyman, the strict Food and Drugs Administration, for an investigation. The FDA confirmed that it was impossible to stuff needles in tins, because they streak far too fast on the production line. Pepsi’s communication campaign put its main stress on that safe production process. It turned out afterwards that crooks had put needles in the tins themselves to claim damages.

When Olvarit baby food on the other hand did not seem reliable, because a disinfecting agent was found it, it was decided to take the jars off the market as rapidly as possible.

When tests conducted at Delhaize showed that eggs had an excessive PCB value in certain packs, consumers called in with questions such as “What are PCBs? What were the values found? What are the consequences if people eat those eggs? Where can such eggs be exchanged?”

When a multinational withdrew a product from the market because the waste released after production was not environmentally degradable, customers of this multinational (both private individuals and furniture shops) called to obtain information on the specific problem.

When a Swedish consumer bureau announced that it had detected an excessive quantity of polycyclic aromatic hydrocarbons (PAHs) in a cup of Becel Pro Actif, with best buy date of 24 May 2003, and apprised the Swedish authorities accordingly, Unilever Bestfoods had several products from the same production, with a best before date of 24 May 2003, investigated by an independent, leading Dutch research laboratory. This analysis refuted the Swedish result and confirmed that Becel Pro Actif was completely safe.