Effective Crisis Communication: Navigate Response's Response to Red Sea Attacks

CHALLENGES

Following the October 7th Hamas attack on Israel, the Houthis—based in Yemen—began attacking commercial and naval vessels, primarily in the Red Sea but also in adjacent areas. These attacks, which began with airborne missiles and have transitioned to seaborne drones, have resulted in approximately 100 incidents and caused severe disruptions. Some vessels have been sunk and seafarers have been killed or injured; although, thankfully, most of the attacks have missed their intended targets.

Our clients, consisting of shipping companies with vessels regularly traversing this region, faced substantial operational challenges. Early on, as these attacks escalated, they needed to reroute their vessels, adding significant delays and costs to their operations which necessitated clear stakeholder communication. Those clients whose vessels were attacked attracted intense media attention, requiring Navigate Response’s expertise to manage the external pressure effectively.

SOLUTION

At Navigate Response, a Witt O'Brien's company, we offer a 24/7 standby service to clients, ensuring immediate support whenever needed. Upon receiving alerts from clients about vessel attacks, our team quickly mobilized a response. In other instances, we proactively identified potential issues through our ongoing monitoring before clients themselves were aware. For example, there were occasions when the Houthis publicly claimed to have struck a vessel that was completely unaware it had ever been “attacked.” We were able to inform our clients accordingly and implement a strategy to correct the false reports, thereby minimizing stakeholder concerns.

Our response strategy involves assessing the likely media pressure and determining the appropriate level of communication required. In cases of significant media interest, we work with clients to develop effective statements and provide accurate information to reassure stakeholders and the public about the safety of the vessels and crews. We also act as the client’s press office by handling media inquiries and ensuring journalists receive prompt and accurate responses—often redirecting them to military authorities for context and details beyond our scope.

RESULT

For us a successful response means ensuring journalists get the information they need to cover the situation without unnecessarily drawing attention to our clients. We make sure all stakeholders—including the family of crewmembers, company employees, investors, and those with cargo on board—are kept informed and reassured. This approach helps shift the focus away from individual incidents to the broader issue of maritime security in the region, thereby highlighting the need for an effective international response.

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