2026 is a watershed moment for corporate communications: reputation has never been more valuable, trust has never been more fragile, and artificial intelligence has never had such a profound impact on what information consumers and decision-makers see first. In this complex environment, PR is no longer just a complementary tactic—it is a strategic business function that directly impacts growth, risk management, and long-term competitiveness.
The sudden departure of SAP Hungary’s managing director, and the scandal that unfolded around it, once again highlighted that crisis management requires more than quick reaction. Thoughtful, well-structured and consistent communication plays an equally critical role. Without it, a company’s reputation can suffer long-term damage. This case also shows that ambiguity and vague wording often cause greater harm than the initial crisis itself. The aim of this article is not to detail the events at the company or to speculate, but to illustrate the challenges of managing a crisis rooted in organisational culture and structure.
Learn how to handle crises professionally. Customized crisis communication training for companies – with simulated exercises and proven effectiveness. Because crises will come. The question is whether your company will sink or ride them out.
When employees feel they are the last to know, they start looking for the exit. In our latest study, 61 % of people thinking about changing jobs said poor internal communication was a leading factor. At the same time, only 23 % of the global workforce is engaged at work, while the productivity drag from disengagement costs a typical S&P 500 company up to US $355 million every year.
FleishmanHillard Budapest organized a press event for Deloitte Hungary, where we presented the key findings of the study. The discussion focused on the dynamics of market consolidation, the capital position of regional banks, and the relationship between economies of scale and M&A activity. We also engaged with representatives from leading media outlets to discuss the challenges and opportunities facing the sector.
The real estate market is a highly specialized B2B sector, dominated by multinational companies, where strategic planning, expert positioning, topic management, and stakeholder engagement are crucial. Since mid-2022, FleishmanHillard Café has been working closely with ICON Real Estate Management to strengthen their reputation and visibility in the communication space. By the end of 2023, we successfully doubled their share of voice, achieving outstanding results in media presence and industry recognition. Through strategic expert communication, we continue to elevate ICON’s position as a trusted leader in the real estate sector.
FleishmanHillard Café, in partnership with other PR agencies, is providing financial and professional support for a literary initiative. The project, led by Élet és Irodalom, shines a spotlight on literary translators, whose contributions often go unnoticed despite their vital role in bringing the world’s literature to local audiences. Through their work, they bridge cultures and make global literary treasures accessible to readers. By supporting this initiative, we aim to honor and elevate the work of translators, ensuring they receive the recognition they deserve for shaping how we experience international literature.
Having left the Café Group last year, formerly known as Café PR, the team, which has won multiple domestic and international professional awards, has finally left the past behind and renewed itself. Under the name FleishmanHillard, they continue to work as one of the largest international communications agencies in Budapest, operating as an independent office. Complemented by new business lines and backed by experienced senior colleagues, they offer a renewed, modular range of services that has made them a recognized player in the market over the past 25 years.
One thing remains constant: change. And for us, 2024 has begun with a major transformation. A new and exciting chapter is unfolding in the story of FleishmanHillard Café—now operating as an independent communications agency with a renewed structure and an expanded digital division. After 24 successful years, during which it has been recognized multiple times as Agency of the Year, FleishmanHillard Café is parting ways with Café Group to embark on this next stage of its journey.
2026 is a watershed moment for corporate communications: reputation has never been more valuable, trust has never been more fragile, and artificial intelligence has never had such a profound impact on what information consumers and decision-makers see first. In this complex environment, PR is no longer just a complementary tactic—it is a strategic business function that directly impacts growth, risk management, and long-term competitiveness.
The sudden departure of SAP Hungary’s managing director, and the scandal that unfolded around it, once again highlighted that crisis management requires more than quick reaction. Thoughtful, well-structured and consistent communication plays an equally critical role. Without it, a company’s reputation can suffer long-term damage. This case also shows that ambiguity and vague wording often cause greater harm than the initial crisis itself. The aim of this article is not to detail the events at the company or to speculate, but to illustrate the challenges of managing a crisis rooted in organisational culture and structure.
