As we know, in October/November Brazil will have major elections for president, governors, senators, federal deputies, and state deputies.

With the new financing regulations in place and the conventional media reduction, there is a huge increase in the social media utilization and, consequently, of the “fake news”.

In this scenario, we, citizens, will have to make our choices that will affect our lives and for all other Brazilians for the next years, based upon our beliefs, values, principles, many uncertainties and this huge amount of information, some true, others not that much!

And it is in this complex scenario, to make decisions based on uncertainties, Crisis Management principles can be very well applied.

Principle #1: Credibility of the Information Source

Information is spread around by information sources.   What is the credibility of the source you received the information?   It is not because one of your relatives or best friends forwarded you the information it means it came from a trusted source.   You will have to have an extra effort to identify the initial information source and then verify its credibility.   As an example: in France, there is a famous newspaper “Le Monde” ( and another not so famous called “Le Monde Diplomatique Brasil” (www.   We may receive a post stating “The Le Monde newspaper said …” while in fact the news has been published by another media, in a very clear intention to increase credibility to the news.

Principle #2 – Credibility of the Information Received

Trusted information sources can be induced to errors or in a try to give a break out news first hand, without checking their own information sources.   Whatever the reason is, once the news or the post is published, and normally the higher the potential impact higher is the promotion, the damage is already made and, eventually, later there will another retreating note without the same initial promotion.

NOTE: candidates and their staff fall in the two principles above, also.

FUNEL: a useful information has to have credibility and came from a trusted source, otherwise, trash!

Principle #3 – Decisions Based on Uncertainties

One of the most difficult activity in Crisis Management is to decide on uncertainties.   In one hand we have a huge amount of information, already classified and, in the other hand, we have to make projections for the future, based on, in this specific situation, in the candidates´ programs and promises, in our principles, values etc. and DECIDE, whether totally comfortable or not, about our next 4 years future, at least.

Brazil is already in a very deep crisis and another wrong decision will make the current crisis even deeper.   But which is the right decision?


Principle #4 – Periodically Reassessments

It is not because we made a decision the crisis is over.

New facts, events, news etc. may change, significantly, the projections made and, consequently, we will have to review the decision made and to make new decisions.   So, the new situation follows on is key for Crisis Management.   In our case as electors to closely follow what our elected representatives are doing or deviating from the compromises made.

Principle #5 – Communication

There is no effective Crisis Management without a good communication scheme.

Communication is to compile and spread out trusted information in the protocol expected by the interested receiving party.

To simply post an article in any media it is not communication, much less effective, that only amplifies the installed crisis.

As we can see the Brazilian election process has quite a lot with Crisis Management.   Want to know more?   Access

Sidney R. Modenesi, MBCI