Seeing crisis communication up close at Weber Shandwick

Today, Tuesday, December 2, my class and I visited Weber Shandwick Brussels, a leading global communications and reputation management firm. During this visit, we attended several inspiring sessions, including one by Erik Lenaers, EVP Integrated Media Strategy & Head of Growth, on crisis communication in a world where news spreads rapidly and even the smallest mistake can have major consequences.

Erik highlighted an important reality:
“A crisis is not only about facts, but above all about emotions, trust, and credibility.”

Realizing how quickly rumors can spread and why listening matters

In an era of bots, fake news, and social media, rumors can spread in minutes. This requires companies to continuously monitor what is happening online, know their audiences, and be ready to respond quickly. According to Erik, effective crisis communication always starts with the audience:
“What are people feeling? What do they need to feel reassured?”
It’s not about tunnel vision; it’s about empathy.

Seeing a company’s true character in a crisis

One of the most compelling examples Erik shared was the crisis at Barry Callebaut. In 2022, during a quality control check, a bacterial contamination was discovered on a production line. For a global chocolate company, this was a serious situation.

What made this case unique was how professionally and humanely the company handled it:

• Discovering and Communicating Internally: Barry Callebaut identified the contamination internally and immediately shared the news publicly. Transparent, clear, and without excuses. They halted production, informed customers and the media, and prioritized consumer health.

• Caring for Employees: The situation placed enormous pressure on staff working long hours. Barry Callebaut provided massages on-site, warm meals, mental health support, and continuous updates to employees about every step taken.

This approach led to a remarkable outcome: overwhelmingly positive reactions from both employees and the public. In a crisis, a company reveals its true character. Barry Callebaut demonstrated that business is not only about profit, but about people, consumers and employees. A crisis can cause damage, but with the right approach, it can also strengthen a company’s reputation.

What I learned and won’t forget

From this session, I take away the following insights:

1. Transparency is your best defense: Tell your story yourself; don’t wait for others to fill in the gaps.

2. Prioritize your people: Happy employees generate trust and positive energy, even during tough times.

3. Communicate quickly, honestly, and clearly: Doubt and silence are more dangerous than admitting a mistake.

4. Show humanity: Crisis communication is about emotions. Empathy is essential, not optional.

5. Preparation is key: A solid crisis plan prevents panic when things go wrong.

What struck me most

The biggest eye-opener for me is that a crisis does not have to end negatively. It can be an opportunity for a brand to regain trust, show what it truly stands for, and emerge stronger. Barry Callebaut demonstrated that taking responsibility and caring for employees can turn a difficult moment into a powerful reputational success.

Ultimately, it is not the crisis itself, but how a company responds that shapes lasting perceptions. This is a valuable lesson I will carry into my future as a communications professional.