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.
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.
FleishmanHillard has won the communications tender of the company providing warehousing logistics, domestic and international distribution, fresh goods logistics, sea and air freight, and intermodal transport services.
On May 15, 2025, FleishmanHillard Budapest played a pivotalrole in organizing a high-impact press briefing for Invest Hong Kong (InvestHK),demonstrating the agency’s dynamic capabilities in international investmentpromotion and media relations.
