Diagnosis and risk map
Mapping the organisation's exposure points — corporate, operational, executive and digital — before they become headlines.
Reputation & Crisis
Crisis management: method, presence and reputation recovery
Crises don't announce their arrival — but the response can be ready. Peter de Albuquerque led the recovery from a reputational crisis as COO of Banca Digital and today helps brands and leaders prepare, respond and rebuild with method.
Definition
What crisis management is
Crisis management is the structure an organisation builds before, during and after an event that threatens its reputation. It combines risk management, leadership communication, press relations and governance — because in a crisis, what is at stake is not just the day's news, but the trust the brand has accumulated over the years.
Reputational crises and adverse press coverage
Corporate restructurings and changes of control
Public exposure and executive spokesperson preparation
Relations with investors, regulators and stakeholders
Case
Banca Digital
As COO of Banca Digital, Peter led the management and recovery from a live reputational crisis: governance restructuring, designing operational independence from former market partnerships and rebuilding the company's narrative with the business press — from the announcement of his hiring in Meio & Mensagem to the consolidation of the new positioning.
See the full Reputation & Crisis practiceMethod
How crisis management works at PEDAL
Institutional shielding
Preparing leaders and spokespersons, aligning the message and governing institutional assets to withstand public scrutiny.
Response and diplomacy
Leading the response in real time: press, stakeholder and regulator relations, with deliberate cadence — not reactive.
Reputation rebuilding
After the peak: narrative rebuilding, reinforced governance and recovery of trust with clients, investors and the market.
The foundation is the same one Peter applied in global corporations — from World Cup crises to reputation management for brands within AB InBev — now available as a dedicated PEDAL practice.
Authority
Who leads it
COO of Banca Digital
Lived crisis-management experience as an executive inside the operation, not as an outside observer.
PR Lions juror · Cannes Lions 2026
Judged, at the world's most influential festival, precisely how brands communicate through crisis and reputation situations.
Meio & Mensagem columnist
A regular voice on strategy, creativity and reputation in Brazil's leading business communication publication.
Reputation management in global corporations
From Budweiser at the Qatar World Cup to corporate restructurings: shielding institutional assets before, during and after the crisis.
FAQ
Frequently asked questions
What is crisis management?
Crisis management is the discipline of anticipating, structuring and leading an organisation's response to events that threaten its reputation and operations. It involves risk diagnosis, shielding of institutional assets, spokesperson preparation and rebuilding trust with stakeholders afterwards.
Why does crisis management matter?
How a crisis is handled determines whether the episode stays a few days of coverage or comes to dominate the brand's narrative for years. Well-structured crisis management protects relationships with clients, investors and the press, and preserves the value the brand has built over time.
When should you hire a crisis management consultancy?
The best moment is before the crisis: mapping risks, preparing leaders and shielding the institution. Consultancies are also brought in during live episodes to lead the response, and afterwards to rebuild reputation and governance.
Is your organisation exposed to a crisis — or already in one?
Talk to Peter de Albuquerque about crisis management, institutional shielding and reputation rebuilding.