To prepare, or not to prepare – answers from a survey of European crisis experts from 18 countries

In the indicative survey, 11 of the 18 CCNE member agencies – all of which specialise in crisis communication – rate cyberattacks as the most serious risk for their clients at present. The danger lies not only in the immediate damage to their image, but also in the economic consequences, including insolvency. Although cyber crises have unfortunately become part of everyday life, many companies still underestimate the extent, both in terms of technology and communication. In another blog post, Frank Schroedter, Managing Director at Engel und Zimmermann, uses real cases to describe how blackmailers proceed and what needs to be considered: Cyber crisis: pay or not to pay?

The survey reveals a critical assessment of crisis preparedness: around 90 % of European experts rate the level of crisis preparedness of their customers as moderate or poor. A common misconception is that the mere existence of a digital crisis manual provides security. However, in the event of a cyber crisis, it is often not even accessible.

Our experience at Engel & Zimmermann in Germany fully confirms this assessment. Truly effective preparation involves much more than documents: it requires regular training, realistic scenario exercises and a clear division of responsibilities in the event of a crisis.

Many experts are positive about the fact that resilience – the ability to withstand crises and emerge stronger from them – is becoming increasingly important. More and more companies are recognising that crisis resilience needs to be built up strategically. Be it in the light of a foreign threat or in the event of a natural disaster and its consequences.

At the same time, according to the CCNE consultants, there is a mixed picture when it comes to practical implementation: while some companies are showing a growing willingness to actively prepare and find pragmatic solutions, many are still predominantly reactive and act ad hoc when a crisis occurs.

The CCNE partners surveyed focus on specific preventative measures in their consulting work:

• Over 70% of the experts work with early warning systems, e.g. social media monitoring or issue monitoring.
• A third already use AI-based tools for the early detection of critical developments.
• Media training and risk workshops are standard in crisis preparation for more than half of the agencies.

At Engel & Zimmermann, we have also been systematically integrating these tools into our crisis prevention and training formats for companies and organisations for years.

The survey shows that artificial intelligence is no longer a dream of the future, it has long been in active use. Tools such as ChatGPT, Copilot, Cognivis, Claude and Canva support our colleagues across Europe with scenario analyses, monitoring and the rapid development of initial communication approaches.

AI does not replace experience, it complements it. As communications consultants with decades of crisis experience, we know how crucial it is to integrate new technologies into your work in a targeted and responsible manner.

At the same time, AI also harbours enormous challenges for companies, as Peter Jordan, Head of the Crisis Unit at Engel und Zimmermann, describes: Reputation risk deep fakes.

European crisis experts see a clear trend: the complexity of the challenges in crisis communication will continue to increase. According to the CCNE survey, the key topics for the future are

• Cyberattacks and IT security incidents
• Artificial intelligence and automated disinformation
• Geopolitical tensions and their economic consequences (sabotage – the new dimension of the crisis and how to protect yourself)
• Polarisation and social division
• Fake news and identity theft
• Climate change and environmental disasters

Companies are well advised to integrate these topics into their crisis planning at an early stage – both in terms of organisation and communication