When crisis communication fails: The S$135 million lesson from SingPost
This was initially published as a LinkedIn post.
In my decade-long career in journalism, I have reported on leadership shake-ups, corporate scandals, and billion-dollar losses. But the SingPost crisis was different, it was a textbook failure in how not to communicate during a crisis.
Let’s set the scene:
S$135 million in market value wiped out overnight.
A 10.7% plunge in share prices in a single day.
Three senior executives were fired simultaneously: the CEO, CFO, and International Business Head.
Investor confidence? Shattered.
But here’s the thing: This crisis wasn’t just about the decisions made. It was about how those decisions were communicated.
When leadership transitions are abrupt and poorly communicated, chaos is inevitable.
In this article, I will explain why SingPost’s crisis communication failed, share global case studies of brands that got it right, and outline an actionable framework for leaders to handle crises effectively.
The three cardinal sins of SingPost’s crisis communication
1. No straightforward narrative, only noise
When SingPost announced the simultaneous firing of three senior leaders, stakeholders were left with more questions than answers:
Why now?
Who’s taking over?
What happens next?
In a crisis, ambiguity fuels panic. Markets hate uncertainty, and silence is often interpreted as guilt.
Lesson: Every announcement in a crisis must answer three core questions:
What happened?
Why did it happen?
What happens next?
2. Leadership vacuum creates instability
When senior executives exit abruptly, the first follow-up should be stability and succession planning.
Who will lead the organisation through this transition? Without a visible, confident interim leader, employees, stakeholders, and investors will lose faith in the company's ability to navigate the storm.
Lesson: Prepare interim leaders. Introduce them in your announcement. Make them visible and confident from day one.
3. Delay in communication = Loss of trust
Every second counts in a crisis. Delays create vacuums filled with speculation, misinformation, and doubt.
SingPost hesitated, failed to control the narrative early on, and ultimately let public perception spiral out of control.
Lesson: In a crisis, speed is non-negotiable. A slow response is an inadequate response.
Global case studies: Crisis communication done right
1. Tylenol Poisoning Crisis (Johnson & Johnson, 1982)
When seven people died after consuming cyanide-laced Tylenol capsules, Johnson & Johnson took immediate action:
Pulled 31 million bottles from shelves.
Offered free replacements with tamper-proof packaging.
CEO James Burke became the face of transparency and accountability.
Key takeaway: Immediate action, clear communication, and visible leadership saved the brand from collapse.
2. Starbucks’ racial bias incident (2018)
When two Black men were wrongfully arrested at a Starbucks in Philadelphia, CEO Kevin Johnson took ownership:
Issued a public apology.
Closed over 8,000 stores for anti-bias training.
Made it clear, Starbucks prioritised long-term systemic change over short-term PR damage control.
Key takeaway: Empathy, ownership, and a clear action plan rebuild trust.
The crisis communication playbook: An actionable framework
Crisis communication is about value protection, trust preservation, and confidence projection. Not just damage control.
1. Take immediate ownership
Acknowledge the crisis directly.
Avoid defensive language.
Show empathy and accountability.
Example script: “We understand the gravity of the situation. We take full responsibility, and here’s what we do about it.”
2. Control the narrative early
Craft a single source of truth.
Anticipate key questions and address them upfront.
Use your CEO or a credible spokesperson to deliver updates.
3. Ensure leadership visibility
Introduce interim leaders immediately if applicable.
Make them visible and proactive.
Share a clear roadmap for stabilisation.
4. Prioritise internal communication
Employees shouldn’t learn about crises from headlines.
Internal clarity prevents external chaos.
Keep channels open for employee concerns.
5. Act with transparency and consistency
Update stakeholders regularly.
Be honest about uncertainties but straightforward about actions being taken.
Never go silent.
Critical questions every leader must ask
Do we have a crisis communication playbook ready to deploy?
Are our key spokespeople trained for high-pressure scenarios?
Will our communication reassure stakeholders or create more uncertainty?
How quickly can we respond when a crisis hits?
If your answer to these is “I don’t know”, you have already lost control of the narrative.
Final thoughts: Crisis communication is leadership
At its core, crisis communication is about leading in uncertainty, not about writing press releases or managing headlines.
SingPost’s S$135 million lesson is a warning.
A warning for every leader who assumes that ‘business as usual’ tactics will work in moments of crisis. They won’t. Leadership is forged in the storm.
If this resonated with you, let’s continue this conversation: What’s the best (or worst) example of crisis communication you’ve witnessed? What stood out and what fell short? Share your thoughts below.
And if you want to master the art of impactful leadership communication, subscribe to The Human Algorithm Playbook for weekly insights, actionable frameworks, and real-world case studies straight to your inbox.