Context
A well-known wellness brand in Indonesia faced reputational risk when fraudulent purchase orders misused its name. Although not directly implicated, the situation created uncertainty among customers and partners, exposing gaps in how the organization would respond if pressure intensified.
Challenge
The company lacked a defined crisis communication structure. Escalation pathways were unclear, messaging was not pre-aligned, and roles across teams had not been formalized. This increased the risk of inconsistent responses and delayed decision-making at a time when clarity and speed were critical.
Our Approach
Kiroyan Partners addressed both the immediate situation and the underlying readiness gap. We helped establish a clear holding position to stabilize external perception, while simultaneously working with management to design a practical Crisis Communication Playbook. The framework defined decision flows, responsibilities, and communication protocols, supported by ready-to-use materials. Simulations and internal sessions were conducted to ensure the system could be applied effectively in real scenarios.
Impact
The organization developed a more coordinated and confident response capability. Internal alignment improved, messaging became more consistent, and teams were better equipped to act under pressure. Beyond resolving the immediate issue, the company established a durable foundation for managing future risks.
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