Multilingual Business Communication

April 9, 2009

Hear all, see all, say nothing

Filed under: Charlotte De Ruytter, crisis communication — meertaligebedrijfscommunicatie @ 3:26 pm

Banks are in the middle of a crisis, but good crisis communication fails to occur. Only a minority of the banks have mentioned the crisis on their websites during the last months, says communication specialist Weber Shandwick.

It is indeed striking how badly banks communicate in these hard times. Instead of informing their good customers or putting their minds at rest, banks keep their mouths shut. The last update of the file “Dexia and the financial crisis” dates from November last year. As far as I know, a lot has happened ever since. And when was the last time I have heard the slogan of KBC “Come and talk with us” (“kom eens praten”)? This slogan made KBC popular! It seems that in times of crisis, this bank takes its words back and avoids converstations.

Good crisis communication in this situation should involve personal communication. Press releases are not enough. Besides, as home banking is such a popular service, banks should use the internet and their websites to reach their customers.

(Charlotte De Ruytter)

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1 Comment »

  1. I think this is indeed a good example of bad crisis communication. Not only in prosperous times should banks communicate with their clients, but even more when times are bad. For many people is the website of the bank the number one information channel. Banks should know this, and use it as a way to inform rather than to cause even more confusion.

    Jana Mahieu

    Comment by meertaligebedrijfscommunicatie — April 9, 2009 @ 3:47 pm


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