When war broke out in Israel in October 2023, B2B crisis communication went from theoretical framework to urgent reality overnight. Customers were asking questions. Employees needed reassurance. Investors wanted clarity. And most companies had no playbook.
In this episode of The Inspired Marketer, Daniela sits down with Janine Kohan, PR and communications expert, to talk through what B2B crisis communication actually demands when the stakes are real. The conversation is grounded in the Israeli business context, but the frameworks Janine shares apply to any organization navigating uncertainty. That includes a cyberattack, a leadership crisis, a market shock, or a geopolitical disruption that lands on your doorstep without warning.
The core argument is simple: crisis communication cannot start when the crisis does. By the time you need a statement, it’s too late to figure out your values, your tone, or your chain of approval. The organizations that communicate well under pressure are the ones that built the infrastructure before they needed it.
Janine breaks down the two tracks that have to run simultaneously during any crisis: internal and external. Employees need to hear from leadership before customers do. Silence inside an organization during a crisis is corrosive. What fills the vacuum is usually speculation.
On the external side, she addresses the balance between transparency and restraint. How much to say, when to say it, and how to protect the brand while still showing up as human and credible. Stakeholders don’t expect perfection during a crisis. They do expect honesty and presence.
For CEOs, marketing leaders, and communications professionals who know their crisis playbook needs work, this episode is a practical starting point. The best time to build your crisis communication strategy was before you needed it. The second best time is now.
