You're navigating crisis communication. How do you maintain transparency without exposing marketing secrets?

Well fist of all, admit that there are crisis so you can show that you are aware of the situation and your are honest with the audience. Try to show that you know how to handle the crisis by talking about some big pictures of your strategy by not going too far about the details.

Como Head de Marketing, mantenho a transparência em uma crise focando nas informações essenciais para o público, sem comprometer segredos estratégicos. A comunicação deve ser clara e honesta, destacando as ações corretivas e o comprometimento da marca, enquanto os detalhes internos e sensíveis são preservados para proteger a competitividade. Essa abordagem ajuda a manter a confiança do público sem expor vulnerabilidades críticas.

In order to build calm into chaos, acknowledging the fact that we are in chaotic situation will bring clarity around action plan. Communicate what has gone wrong and steps required to fix it. Don't fall into trap of over communicating that's not needed. Maintain transparency around every step.

Start by acknowledging the crisis directly. Provide a factual summary of what happened without delving into sensitive details. This shows that you are aware of the situation and taking it seriously. Develop a set of pre-approved messages that address common questions or concerns. This helps ensure consistency and prevents accidental disclosure of sensitive information.