You’ve probably noticed that in recent months, my colleagues and I have dedicated quite a few of our blogs and other posts to the topic of crisis communication. Naturally, not without reason (note: we also adhere to Toyota’s principle that any activity or process should be discarded if it doesn’t create value). In November, we will be organizing our first hands-on workshop on crisis communication, which we will repeat in the spring. And since the topic is highly relevant—there’s certainly no shortage of the need for effective (!) crisis communication (one might wonder why, more naively...)—I will also follow this theme in this blog post.

In today’s world, where we are surrounded by information at every turn, the key to success often lies in effective communication. What’s crucial is communication that is tailored to the target audience of a company or brand. Every target group has its own specific needs, desires, and unique ways of communicating.

Before we begin discussing branding in tourism, let's take a step back. Actually, let's go all the way to the start. The first step in tourism is the offer and infrastructure. And this is often where things get stuck here.

The political arena is full of unpredictable events, statements, and scandals that can quickly ignite a crisis. In moments when everything goes wrong – from scandals to governmental failures – crisis communication is crucial for political survival. The way politicians communicate during these moments can make the difference between continued success and complete downfall. However, politics is not just about survival; it is about trust, integrity, and accountability.

In our region, we have always been more artisans than dreamers have. We are better with our hands, but creativity is not our strong suit. That is why we prefer to choose "bricks" rather than design (or better yet, plan) new products or services. As a result, we are now predominantly subcontractors providing components for a large part of the economy, rather than producers of high-value-added final products. Preferably those where most of the benefit comes from innovations, marketing, design, and communication.

In today’s fast-paced world, our attention is just as quick. If a news article or other post—whether online or in print—does not grab our attention in a second, we will not give it our time and will simply skip over it. That is why it’s important to focus on creating a good headline when preparing content.

In today’s world, where information is always at our fingertips and everyone has a camera and a microphone on their smartphone, proper communication during crises is more important than ever. It can drastically impact a company's reputation and operations. Clear and effective communication not only mitigates damage but can also help build trust and loyalty. Unfortunately, many companies still neglect adequate preparation for crisis communication. What are the most common mistakes, and how can you avoid them?

As summer slowly bids farewell and nature plays its colorful autumn symphony, we often find ourselves in a transitional period, both in our surroundings and in our mindset. For many, this means returning to the routine of work, school, and daily obligations, but the end of summer is also an opportunity for reflection and improvement in communication—both with others and with us.

In discussions with senior representatives from various organizations (both private companies and public institutions) about communication, it’s often heard, "We don’t know where we want to go." or "We lack focus and strategy." or "We’re just going in all directions, and the result is rather poor." The conclusion of such discussions is usually: we need a strategy. Let's do it.