When a financial brand faces turbulence, the instinct to go quiet until the storm passes can make a bad situation significantly worse. In fintech, crisis communications cannot be treated as an afterthought or a reactive checkbox. Yet for many companies, that’s exactly what happens.
This is what Alina Sysoeva, Head of PR at Drofa Comms, has recently broken down in her new op-ed for CommPro — one of the leading platforms for communications professionals worldwide.
The piece explores what it actually takes to manage a crisis in fintech, and why companies that default to silence so often lose the narrative before they’ve had a chance to set it.
The 30-Minute Rule That Could Save Your Brand
At the heart of Alina’s piece is a case study about a DeFi company facing the risk of liquidating $200 million in user funds. Within minutes, the story had spread throughout dozens of media outlets. Many of them were inaccurate because the company hadn’t prepared an official statement.
So, the first 30 minutes of any crisis determine the direction of coverage, and every minute of silence hands that control to someone else.
What Flexible Fintech Crisis Communications Actually Looks Like
Beyond speed, the op-ed gets into what transparency really means in a crisis context. It’s not oversharing, but showing stakeholders that leadership is present, informed, and acting on principle.
Alina covers the CEO’s role as chief storyteller, the importance of pre-prepared response templates and crisis checklists. She says, communications strategy should be a continuous function, instead of a switch that gets flipped when things go wrong.
Got curious about the full piece?
👉 Read it on CommPro: Fintech in Crisis Times: Companies Should Stay Calm, but Not Stay Silent
