It can feel at times like there has never been a more challenging time to run a business. Contention, controversy and uncertainty abound. This is true not just in the U.S., but for businesses throughout the world.
A recent Harvard Business Review article (October 2025) titled, “Now Is The Time for Courage,” explores strategies for how to lead a business in uncertain and contentious times. The article leads with this:
“In the face of political, economic, and technological uncertainty, business leaders are often reluctant to take bold action. Some freeze, too overwhelmed to make decisions. Many hunker down, hoping to wait out the chaos. Others retrench, trying to protect their organization’s future and their careers. However, research shows that the old adage is true: Fortune favors the brave, not the cautious.”
Communicating in uncertain times is a proven staple for successful businesses. To put it a little differently, being prepared to communicate in times like these has never been more important. If HBR is right (and they are), and fortune favors the brave (as it does), what does that mean for your business?
Vehr Communications is a leading member of a global PR & Communication network called IPREX. Recently, IPREX’ global president, Anne-Marie O’Sullivan, who is also the CEO of AM O’Sullivan PR in Ireland, shared informed perspectives from IPREX members around the world on how being prepared in advance is the key to managing through an unexpected business disruption. Underlying these perspectives is the premise that business uncertainty is a global phenomenon today.
Ms. O’Sullivan from Ireland shares this:
“The risks facing organisations are more significant and varied than ever. Whether it’s regulatory change, data breaches, industrial action, or reputational fallout from global issues, senior leaders are acutely aware that their response, and the speed at which it is communicated, can be a defining factor in building and maintaining trust with stakeholders. In Ireland, we’re seeing greater demand for proactive crisis planning, not just reactive response.”
Cho Pei Lin, Managing Director of APRW in Singapore, shares this:
“Regardless of whether the organization operates locally or globally, a single incident can escalate into a reputational crisis within minutes. Indeed, being prepared for crisis management has never been more important for organisations today.”
Diana Fernandes, CEO and Founder of Bloomingdale PR in India, adds:
“Crisis Preparedness has also moved up the agenda, with clients looking for robust communication frameworks that can protect and restore brand reputation swiftly.”
Nicole Rainey, CEO and Founder of InsideOut PR in Sydney, Australia, states:
“No longer can a business reside within its geographical border. Nowadays, even the smallest firm is a global business, in that what may begin as a local crisis can appear in the international news cycle within minutes.”
The uncertainty and controversy hanging over businesses today is clearly not just a U.S. issue. It is irresponsible to think you can “hunker down” and it will pass. In business, doing something is almost always better than doing nothing. So, what should you do?
Every CEO lies in bed at night thinking of scenarios that can disrupt business-as-usual. Rather than simply losing sleep, leading CEOs prepare for such incidents. And they learn that through their preparation that they are better positioned to address unexpected events. They and their teams have created “corporate muscle-memory” for how to respond or, equally important, how not to over-respond.
Vehr Communications is a leading Cincinnati-based integrated marketing and PR communications agency with a strong reputation and extensive experience in crisis communications and issues management. We know that to protect brand value and stakeholder relationships, best-in-class companies prioritize crisis planning, training and response.
We have helped Fortune 500 and privately held companies, nonprofit organizations and major public sector organizations identify vulnerabilities and prepare. Our experience is broad and deep:
- Litigation support
- Workplace, including facility closures, accidents/incidents and serious injury/loss of life
- White collar crime and other criminal behavior
- Sexual harassment/abuse
- Healthcare related
- Whistleblower accusations
- Labor disputes
- Natural disasters
- Environmental, including chemical spills and hazardous waste disposal
- Public safety
- Product and food recalls
- Digital and social media attacks
- Investigative journalism
- Data breaches
- Corporate reorganizations
- Mergers and acquisitions
Preparation is the key to success for crisis communications. You can learn a little more about our crisis communications approach and experience here. Please do not hesitate to reach out for a conversation about how we may help your organization to prepare. Remember, fortune favors the brave, not the cautious. Be brave.
