PR trend monitor names the most dangerous triggers for communication crises
False reports and misleading information are the biggest drivers of crises in communications. Covering up mistakes and personal misconduct by management also frequently lead to a corporate crisis. These are the findings of the PR Trend Monitor by news aktuell and PER. The survey included 327 PR professionals and executives from Switzerland and Germany.
When asked about the most dangerous triggers for communication crises, one in three respondents cited disinformation as the greatest risk factor (33 percent). Nearly as many PR professionals believe that covering up mistakes is the biggest factor accelerating a crisis (32 percent). The third most commonly cited cause among respondents is personal misconduct by top management (28 percent).
For one in four people, social media backlashes are the most dangerous trigger for a crisis (25 percent); criminal acts against the company—such as a cyberattack—significantly increase the risk of a crisis for just over one in five respondents (23 percent).
About one in ten sees an increased risk of a crisis if the company is subject to a criminal investigation (13 percent), if its products are defective (12 percent), if its own employees engage in personal misconduct (12 percent), or if data protection is violated (10 percent).
Natural disasters, on the other hand, are considered less dangerous by most respondents: Only a meager 6 percent fear earthquakes or storm surges as the most dangerous triggers of communication crises. Respondents are least concerned about potential defamation by competitors (3 percent).
The Most Dangerous Triggers of Communication Crises, According to the Survey
- False Reports & Misleading Information 33%
- Covering Up Mistakes 32%
- Personal Misconduct by Management 28%
- Social Media Backlash 25%
- Crime (e.g., cyberattacks) 23%
- Lack of Transparency 22%
- Failure of Top Management 22%
- Compliance Issues 20%
- Prosecutor's Office Investigation 13%
- Defective Products 12%
- Personal Misconduct by Employees 12%
- Data Breaches 10%
- Economic Problems 9%
- Poor Working Conditions 8%
- Poor Service 8%
- Natural disasters (e.g., storm surges, earthquakes) 6%
- Defamation by Competitors 3%
Within the framework of the PR Trend Monitors by News Aktuell and Per An online survey was conducted in February 2024 among 327 communications professionals from companies, organizations, and PR agencies in Switzerland and Germany. Respondents could select up to three options.
