Our professional experience has trained us to handle and manage numerous crises, from strikes and protests to terrorist attacks.
The recent seismic activity in Santorini has exposed significant weaknesses in crisis communication, particularly in public information, safety measures, and the protection of the island’s tourism economy.
An ineffective communication strategy can lead to panic, misinformation, and long-term reputational damage to the destination. To prevent this, authorities must establish a structured Crisis Management Center, enhance their communication approach, and tailor their messaging for international tourists to safeguard the upcoming travel season.
1. Establishing a Seismic Crisis Management Center
A Santorini Seismic Crisis Management Center (SSCMC) should be formed, comprising three key pillars:
- Scientific Advisory Group – Seismologists, geologists, and meteorologists providing real-time assessments of seismic activity.
- Government & Operations Management Team – Local and national government representatives, civil protection authorities, and security forces responsible for decision-making and implementing safety measures.
- Public Relations & Tourism Team – Crisis communication experts, media professionals, and tourism industry specialists managing public information and mitigating tourism impact.
This center must operate 24/7, ensuring rapid coordination between scientific analysis, emergency measures, and public communication.
2. Strategic Communication: Transparency, Speed & Multilingual Approach
A well-structured communication plan must be based on transparency, clarity, and reassurance. Effective crisis management requires trust—built through timely, accurate, and consistent information.
Core Communication Principles:
- Immediate acknowledgment of the event: The first official statement should be released within 15 minutes of a major earthquake to prevent misinformation.
- Regular updates: A morning and evening briefing, regardless of new developments, reassures residents and businesses.
- Avoiding sensationalism: Messaging should focus on preparedness and prevention, not panic.
- Addressing rumors & fake news: Establishing a dedicated webpage and hotline to debunk misinformation.
Communication Channels:
- Official Website & App – A Santorini Emergency Hub with updates in Greek, English, French, Italian, German, and Chinese.
- SMS Alerts & Push Notifications – Automated, multilingual mobile notifications.
- Social Media – Dedicated Twitter, Facebook, and Instagram accounts for live updates and Q&A sessions.
- Partnership with local media – Providing daily updates to TV and radio stations.
- Visitor Information Points – Multilingual materials and trained staff at hotels, ports, and the airport.
3. Effective Communication with International Tourists: Reassurance Without Panic
Santorini’s economy depends on tourism, so crisis messaging must be carefully framed to inform without deterring visitors.
Tailored Messaging for Tourists:
- Information at arrival points: Visitors should receive an SMS upon arrival with a link to real-time updates and safety instructions.
- Hotel staff training: Employees must be prepared to deliver clear, calm guidance to guests.
- Collaboration with travel agencies & airlines: Pre-approved safety messages to prevent cancellations.
Psychological Framing of the Message:
- Emphasizing preparedness, not danger: Positioning Santorini as a well-prepared destination.
- Comparing to other travel risks: Presenting seismic activity as similar to extreme weather events or flight turbulence.
- Leveraging social media influencers: Partnering with travel bloggers to share realistic and positive experiences.
4. Protecting the 2025 Tourist Season: Managing Santorini’s Reputation
Poor crisis communication can cause long-term economic damage greater than the earthquake itself. To prevent cancellations, a reassurance campaign must target key tourism markets.
Key Initiatives:
- Press Trips for Journalists & Bloggers – Hosting media representatives to showcase normalcy and preparedness.
- Influencer Marketing Campaigns – Engaging travel influencers to maintain the island’s positive image.
- Coordination with Travel Operators & Airlines – Ensuring Santorini remains promoted as a safe destination.
- Discounts & Special Offers – Early booking incentives for Summer 2025 to attract visitors.
From Crisis to Opportunity
With an organized Crisis Management Center, clear communication, and proactive reputation management, Santorini can demonstrate resilience and preparedness, ensuring its status as a world-class destination remains intact.
#Santorini #CrisisManagement #Tourism
