How To Build Back Stronger: A Crisis Comms Masterclass From Crowdstrike

One story in the Raconteur that recently caught our attention was a follow-up on the CrowdStrike saga. You might recall last year’s rogue software update that knocked out millions of Microsoft-based systems worldwide. The incident even made December’s “Quiz of the Year,” sandwiched between Oscar outfit mishaps and a socially beloved pygmy hippo – a testament to just how far a B2B brand crisis can reach.

What will stand out to many readers in the latest piece wasn’t the scale of the crisis itself, but the precision of CrowdStrike’s response. This piece was first featured in the Financial Times as a part of their reputation rebuild –a fascinating and meticulously calculated example of how important comms is in rebuilding after a crisis.

Here are a few key takeaways from their approach:

1. Timing is everything

Crowdstrike waited until their share price edged back above pre-crisis levels before going public with their narrative, signalling, “Look, we’re back stronger than ever.” This is a clever way to frame the narrative with evidence.

2.  Exclusive exposure

They handed the story originally to the Financial Times — a strategic move. Offering the story as an exclusive was a smart choice for credibility and targeting key business audiences.

3. Crafted anecdotes to tell the bigger story

Their CEO’s statements were clearly designed to tug at the right strings, referencing (just vaguely enough) “conversations” with customers to lean on the metaphor about, “broken bones healing back stronger.” Let’s be honest—it’s textbook, but it works.

4. Turning defence into offence

They took it a step further, using the crisis as a chance to spotlight their new-found resilience while implying their competitors might not hold up under similar scrutiny. Perhaps a little blatant. Certainly worth the punt.

It’s a brilliant case study, and there’s no denying the meticulous planning, but when you strip it back, it’s as simple as a polished exercise in narrative control. 

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This blog was inspired by a LinkedIn post by MD Lizzie Jones, which you can find here: https://www.linkedin.com/posts/elizabeth-jones-pr_crowdstrike-bounces-back-after-triggering-activity-7284908736756760578-_pHN?utm_source=share&utm_medium=member_desktop&rcm=ACoAACvaMAoBFuCMyDCLNdX3sSv9QG3pdgsqoG0