Anti-crises PR_Kronospan

Role

Copywriter and Communications Strategist for Kronospan.
Challenge

The construction of a new MDF production plant in the Moscow region sparked a wave of local resident dissatisfaction. Negative media coverage had the potential to seriously affect the company’s reputation and relationships with partners. In the early 2000s, crisis communications as a discipline was just emerging in Russia, and there were no established templates or proven methodologies.
Solution
- Developed a communications strategy to manage the crisis situation.
- Prepared a series of articles and materials conveying the company’s position and reinforcing brand trust.
- Focused on transparency and factual reporting as the primary tools to reduce tension and maintain stakeholder confidence.
Results
- One of the first crisis communications projects in Russia.
- Successfully implemented communications strategy, enabling the company to navigate the crisis without reputational loss.
- The case formed the basis of a graduation thesis on crisis communications, which was defended with distinction.
Business impact
- Kronospan implemented a clear communications strategy during a critical crisis period.
- Maintained partner trust and preserved market reputation throughout the challenge.
- The project contributed to the establishment of crisis communications practices in Russia.