Pedagogical case study on crisis management communication,the Navigator Company

Abstract

Rui Pedro Batista, Head of the Communication and Brand Division at The Navigator Company and his team had a long day discussing the conclusions from the annual risk assessment and the potential for new crises to emerge. It was late November 2022 and despite effective management of previous crises, Rui knew there was room to level up the readiness of the company to quickly and effectively respond to potential risks before they escalate into crises. The company sees risk management as a core process in its business activities. So, every year, the Risk Management Division scans a variety of economic, financial, operational, environmental and legal risks to which the company is exposed in the course of its business. As the day unfolded, it was clear to the team that, despite the best control mechanisms in place, risks can quickly and unexpectedly turn into crises. Those crises typically come without asking permission. The Navigator Company (NVG) has faced important crises in the last few years. On previous occasions, the Communication and Brand Division (CBD), working as a hub in coordination with other divisions, successfully built a narrative that minimized damage perceptions and protected the company's reputation. Yet, the context they were analyzing at that moment was particularly challenging. On top of the risks assessed and directly linked to Navigator's business processes, the war in Ukraine and the rising energy costs could add a layer of uncertainty comparable to the world's ambiguity during the pandemic. Rui was willing to apply some learnings from previous crises and knows anticipation is crucial. What crises were likely to emerge and impact Navigator due to the war in Ukraine and the rising energy costs? CBD needed to anticipate that so they could create a communication plan that protects NVG's reputation and value when it comes.