How consumers trust again

“How consumers trust again”
by Annette Mühlberger
Sales Business, April 2009

The article deals with communication in times of corporate crises. Dr. Thorsten Hofmann advises in such a situation to stick to some key principles: Communication has to be equalized throughout all channels. Key messages have to be centrally defined - claiming validity for all the areas of the firm and all staff members. Everything that is communed to the outside has to be clear and stringent. “If you avoid clear answers, you risk the loss of sovereignty of interpretation”, so the expert. All staff members that communicate to the outside must be briefed clearly and comprehensively. It has to be avoided at every stage that consumers know more than staff members themselves.
 

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