As the Central and Eastern European (CEE) region faces a stiff challenge following Russia\u2019s invasion of Ukraine, crisis communications have risen in significance for brands operating in CEE countries. Peter Fecko leads Grayling in CEE and has more than 25 years\u2019 experience in PR, Public Affairs, and crisis communications.<\/p>\n
Peter has been at the cutting edge of communications in the region and has seen the practice mature across CEE, especially since many of its countries were absorbed into the European Union (EU) after the fall of the Iron Curtain. PA was a new field, which has required a great deal of client education and training over the years. Peter\u2019s crisis experience covers a wide range of industries, from heavy industry to local government.<\/p>\n
Here, Peter stresses the importance of transparency, consistency, and local knowledge when tackling comms crises in CEE.<\/p>\n
Talk us through a typical day \u2013 what\u2019s on the agenda? Across CEE, despite its many different countries, languages, cultures and media, the principles of communication remain the same. For example, transparency and openness are critical.<\/p>\n What\u2019s the trickiest crisis you\u2019ve worked on and why? Another challenge, which has grown in recent years, is the rise of environmental protest activity. It\u2019s difficult because everyone wants to protect nature, but you cannot really win in that crisis if you are a polluting organisation. The public will always side with the protection of nature and it\u2019s hard to argue against that.<\/p>\n
\n<\/strong>I manage nine offices across the region, so crises usually take up 10-20% of my time, but when they hit, they take priority. I really enjoy crisis comms; I enjoy setting up the structure of the comms, developing the tactics and messaging. To manage crises effectively, you need experience in lots of fields of PA and PR.<\/p>\n
\n<\/strong>The most challenging crises are the ones with fatalities. It\u2019s happened to manufacturing clients over the years. Emotionally, it\u2019s very difficult and there\u2019s no nice way to manage the news.<\/p>\n