A lot has been written about the basic aspects of how to solve a communication crisis.

We talk about many theoretical aspects, crisis manuals, crisis committees, coordinated work with the legal team, etc. And advisers are measured by the size of the crises they have participated in or the number of crises in the body.

And while all of the above is important, I think that little has been said about the importance of passion when supporting a client.

My first recommendation is never to take a crisis if you do not believe in the version of the person you are helping. This is key when it comes to giving the best advice. I have seen advisors of a political trend defending by contract clients that they do not believe in, and that is a guaranteed failure when telling our version of the facts to the press or to the stakeholders.

The second thing is to get involved. I mean to try to understand every last detail to gain the trust of the client, so you do not find out in the middle of a crisis of an important aspect that plays against and that your client never thought it would come to light.

Last but not least, when you believe in your client and in the arguments that both of you have chosen together to build the speech, passion begins to play. Believing in a case or in a person makes the difference. You no longer give generalist recommendations per book, but you get involved in the case and you realize that the solutions to take care of a person’s image and reputation are much more diverse. And this makes that you are not only recommend as a gimmicky agency, but also as an integral professional, a general practitioner beyond a specific case.