OLGA PESKOVA TAKES PART IN BALTIC WEEKEND: BAKU EDITION 2019

On April 17-19 Baku, Azerbaijan, hosted the Baltic Weekend Forum. Crisis communications were one of the main topics of the international event.

CROS has a great expertise in the field, and the agency’s Vice President Olga Peskova took part in one of the round tables, telling about managing communications in the “turbulent environment” and how trainings on crisis communications impact the speed of response and decision making. According to Olga Peskova, companies should introduce crisis thinking: “We know what to do but we rarely know what to say. In this respect empathy, the ability to foresee and to get a feel of the possible audiences’ reaction become very important. A failure in communication costs much today. Secondly, there are no correct strategies but there are more and less risky ones. That is why it is necessary to forecast and model the future. And if you once decide to make a provocation you should go the whole way with it.”