Crisis Communication in France: The Right Reflexes for International Companies

The risk of a gap

When a crisis hits your French subsidiary, the response is often drafted at headquarters, in English, then translated. The result: delays, the wrong tone and the impression that the company isn't taking things seriously.

Prepare before the crisis

• Identify likely scenarios (product, labour, data, reputation)
• Appoint a French-speaking spokesperson and train them
• Prepare pre-approved holding statements
• Define who approves what, and how fast

During the crisis

• Respond quickly: a short, factual first statement beats silence
• Speak French: plain words, no legal jargon
• Acknowledge, explain, act: what happened, what you are doing, what will change
• Stay consistent: the same message for press, clients, employees and social media

Mistakes to avoid

• "No comment"
• Word-for-word translated statements
• Publicly contradicting the press without solid evidence
• Forgetting employee representatives and local teams

How we help

Sophie Candau Communication helps you prepare scenarios, train spokespeople and manage French media relations in sensitive situations.