When values are destroyed – a study in crisis communication

In 2014, the Copenhagen Zoo came under global scrutiny when a young male giraffe was euthanised because he was surplus to requirements in the breeding program he was part of. For over a week, Scientific Director Bengt Holst had to give interviews to the world press to defend the action and explain the rationale behind it. He succeeded in turning the tide, and the ZOO came out of the shitstorm stronger than it went into it. The lecture explains the ups and downs of the story and what made Bengt Holst stand firm in his convictions.

This talk provides a unique insight into how effective crisis communication can manage a shitstorm and even turn a crisis into a strategic advantage. You will get an overview of:

• How and why the Marius the giraffe case exploded in the media
• What communication principles Bengt Holst used to maintain control over the narrative
• What methods were used to handle a global shitstorm
• How ZOO emerged stronger from the crisis by standing firm on its values and procedures
• Learning points for companies and organizations that want to be prepared for crisis communication

The case of Marius is today a case that is often highlighted as a successful example of how to handle crises where values and procedures are met with public criticism. This talk is aimed at leaders, communicators and organizations that want to learn how to navigate extreme media storms and maintain credibility in pressure situations.

Crisis communication is essential for any organization at risk of public criticism – this talk shows how you can use strategic communication to protect and strengthen your brand, even in the face of the biggest storms.