I am an adviser at my own firm, Jeanette Fors-Andrée AB. As a crisis management advisor and media trainer, I guide organisations and senior business executives through reputation crises every day, and prevent or contain media firestorms. I continuously support companies during media scrutiny, with the goal of quickly identifying the threat and limiting the damage – and preventing crises and negative coverage from escalating into full-blown scandals. I have solid hands-on experience ranging from investigative journalism programmes and complex operational crises, to proactive media training that builds more confident spokespeople who can own their own agenda in a media climate that is tougher than ever.
I work across a broad client base – from a quarter of the companies on the OMX S30 (the thirty largest companies on the Stockholm Stock Exchange) to early-stage tech start-ups. My clients include global brands, listed companies and senior business executives, as well as growth companies, non-profit organisations, trade associations, public sector bodies and public figures.
Crises, media scrutiny and the fear of journalists tend to bring out the worst in us. My job is to bring out the best. In my work I hold to principles that matter to me: I do not judge. I believe that every organisation and public figure – including those who have made mistakes – has the right to a crisis manager and media adviser, just as everyone has the right to a defence lawyer.
Acute crisis management and media advisory
With 20 years of experience of reputation crises and crisis communication, I support organisations and public figures who risk having their credibility damaged, find themselves in the line of fire, or come under media scrutiny. Whether that means defending a company’s reputation and brand, or a CEO’s standing in the media. Whether it is an investigative journalism programme knocking on your door, operational missteps that need to be managed and communicated, a major restructuring, or a global product recall.
I work closely with management teams. Inside management teams. Where it happens. As strategic or operational support to crisis teams and spokespeople. Or as crisis lead where in-house expertise is lacking.
Crisis management is an extraordinarily complex process that very few people have practical experience of. Even the most media-savvy person develops tunnel vision when the pressure mounts – when the famous reptilian brain kicks in and clear thinking becomes impossible. That is the moment to ask for help, because one important truth holds: you should never manage your own crisis. It is about as constructive as picking up a scalpel to remove your own appendix. When your organisation’s reputation and credibility are on the line, you need an outside perspective. When the business is at its most vulnerable and panic fills the boardroom, you need external support that is willing to be brutally honest, challenge decisions and voice uncomfortable truths. Someone with long experience of processes as demanding as crisis management.
I have solid hands-on experience of complex crises, media scrutiny and media firestorms – including from a unique role at a trade association within the Confederation of Swedish Enterprise, where I supported Swedish companies and management teams daily with acute crisis management and media strategy. I support organisations and public figures with the following:
- Acute crisis management – advisory and strategic support for management teams and crisis teams
- Media advisory and media management strategies
- Advisory and strategies for avoiding and handling media firestorms
- Operational support in crisis and media management: message development, messaging platforms, Q&A documents, press releases, client letters and communication plans for internal or external use
I believe in crisis-aware decision-making. If you are not comfortable telling the full story openly, you should not be doing the deal. If you feel the need to hide the downside of a deal, that is a clear signal something is wrong. I also believe in planning for the worst. Your trust capital and reputation must be protected through conscious strategies, sustainable routines and a range of preventive measures.
I help you build your credibility in peacetime. I continuously develop and run crisis simulations for crisis teams and management teams. It is remarkable what a two-to-three-hour simulation can achieve – how a scenario that escalates in severity can make a management team sweat, reach realisations and work on their strengths and weaknesses. I have run simulations for international companies and non-profit organisations alike. As part of this proactive work, I support companies and organisations with the following:
- Developing and running crisis simulations aimed at improving crisis team and management team routines, testing mandates and responsibilities, and strengthening key individuals’ ability to respond under pressure
- Developing crisis plans, strengthening crisis team routines and producing guidelines for crisis communication
- Producing media policies with guidelines for spokespeople
- Identifying the organisation’s Achilles heel
- Developing strategies and messaging platforms for handling complex and business-critical issues
Crisis communication in social media
Social media has undoubtedly revolutionised the media firestorm. It has never been easier for a storm to ignite. The mass effect rapidly raises the temperature. Polarisation intensifies. The mob mentality – the electronic lynch mob – delivers brutal verdicts. Individuals are sentenced to public humiliation. Callouts and naming campaigns run unchecked. The result is a growing lawlessness for those caught in the crossfire.
On social media, anyone can launch a smear campaign against a company, a brand or an individual – with no press ethics to answer to. I see a growing cancel culture: the phenomenon of withdrawing support from those who are criticised and openly boycotting brands. When a storm breaks and the temperature rises on social media, I help affected companies and public figures with, amongst other things:
- Concrete guidance for identifying the threat and limiting the damage
- Strategies for preventing media firestorms or containing the consequences of an ongoing one
Confidentiality, discretion and references
My work is strictly confidential. I work with organisations in highly sensitive and complex situations, and with business leaders and senior executives in exposed positions. Confidentiality and discretion are the backbone of my practice. I never discuss my clients – it is for them to decide whether they wish to speak about me. I therefore do not publish case studies involving my own work. However, some clients have chosen to provide references openly.
Those references are available here (only in Swedish).
Contact
I’m open to assignments across Europe, in English and Swedish, by video call or on site wherever the situation calls for it. I’m based in Stockholm, and primarily work in Sweden and the Nordics.
Jeanette Fors-Andrée AB
Phone: +46 708-93 50 07
Email: jeanette@forsandree.se
Web: Company presentation (in Swedish)
Copyright
Website copyright © 2009-2026: Jeanette Fors-Andrée
