Case 4
Context In August 2017, amid ongoing judicial recovery and reputational impacts already in progress, the company faced the sudden death of its founder and majority shareholder.
Challenge To respond with speed, sensitivity, and precision to a crisis simultaneously mobilizing employees, partners, suppliers, press, and community — avoiding noise and preserving institutional integrity under intense emotional and institutional pressure.
Approach A crisis committee was immediately activated with representatives from the Executive Office, Legal, HR, and Communications. The response focused on defining a single communication channel, formulating audience-specific messages, updating official channels, and continuous monitoring of external developments.
Deliverables · Crisis committee activation across 4 areas · Single communication channel definition · Internal and external communications segmented by audience · Official press statement · Institutional channel updates · Repercussion monitoring
Impact In under 3 hours of the founder's death being confirmed, the crisis committee was activated with representatives from four areas, a single communication channel was defined, and first communications were in production. The coordinated response preserved composure, consistency, and informational integrity across all audiences during a moment of simultaneous emotional and institutional pressure.
Engineering and infrastructure firm in judicial recovery, with over 10,000 active employees, facing the sudden death of its founder and majority shareholder during an ongoing reputational crisis. Brazil — 2017
