On the morning of Monday, April 28, 2025, the Iberian Peninsula was hit by a sudden power outage.
The causes have yet to be determined, but for several hours, the blackout disrupted essential services, paralyzed communication networks, and exposed the vulnerability of businesses, governments, and citizens.
This episode is a prime example of what Nassim Taleb described as a “black swan”: a rare, unpredictable event with a profound impact. Communicating in “Black Swan” mode requires preparation for the unthinkable. It’s not just about having contingency plans, but about fostering a resilient organizational culture capable of responding with agility, consistency, and clarity in the face of chaos.
The blackout showed that, when faced with the unexpected, the Communication is the first line of defense — and also the first to fail, if it isn’t prepared. In fact, the different communication styles of the Portuguese and Spanish governments have divided opinion.
Companies that had well-defined business continuity plans, backup systems, and leaders trained in crisis communication were able to mitigate the impact. Others, caught off guard, found themselves plunged into silence, unable to provide information or take appropriate action.
Trust, in times like these, can be built or destroyed in a very short time. Trust either strengthens or erodes an organization’s reputation. And it is strategic marketing communications consulting that helps put reputation to work for companies and organizations and turn uncertainty into a competitive advantage.
What this event teaches us is clear: preparing for the unpredictable is no longer a luxury but a strategic responsibility. Effective crisis management begins long before the crisis itself—with simulated scenarios, trained leaders, informed teams, and resilient communication channels. Because the true test of organizational communication doesn’t happen on calm days, but rather when everything around us collapses—and the only thing that remains is the ability to say the right thing at the right time.
If you're not prepared for “Black Swan” events, don't know where to start, or have questions about the process, you can always count on us with me.