What are the biggest crisis risks facing European organisations today? The latest CCNE Pulse Check, the annual survey conducted by the Crisis Communications Network Europe (CCNE), provides some clear answers. Crisis communication and crisis management experts from 19 European countries shared their perspectives on the challenges organisations are facing, and the results paint a picture of an increasingly complex risk landscape.

Cyberattacks continue to top the list of potential crises. Nearly seven in ten respondents identified cyber incidents as the most significant threat facing their clients, reinforcing a trend that has become increasingly evident in recent years. Cybercriminals are becoming more sophisticated, attacks are growing in complexity, and the potential impact on organisations continues to increase. From ransomware and data breaches to attacks on critical infrastructure, cyber resilience has become a board-level priority rather than solely an IT concern.

Economic Uncertainty and Reputation Risks Continue to Matter

While cyber threats dominate the rankings, economic uncertainty remains another major concern. Rising costs, geopolitical tensions, trade disputes and an unpredictable global economy are forcing many organisations to make difficult decisions, including restructuring, cost-cutting measures and, in some cases, layoffs or insolvency.

Reputation is another area that continues to demand attention. Negative media coverage, social media controversies and increasing public scrutiny can escalate rapidly and place enormous pressure on organisations. In an environment where information spreads within minutes, effective crisis communication has become a strategic capability rather than simply a communications function.

Artificial Intelligence: New Opportunities, New Threats

One of the survey’s most notable findings is the growing influence of artificial intelligence on crisis management. Almost half of the respondents expect digital threats to become even more significant in the coming years. Many specifically highlighted deepfakes, AI-generated disinformation and other forms of digital manipulation that are becoming increasingly difficult to detect.

What once seemed like a theoretical risk is already a reality. Deepfakes are now being used for fraud, extortion and reputational attacks. As these technologies continue to evolve, traditional crisis plans are no longer sufficient. Organisations must prepare for new types of scenarios, adapt their response procedures and strengthen their ability to verify information quickly and accurately.

Climate Change and Geopolitical Tensions Are Reshaping the Risk Landscape

The survey also highlights the growing influence of geopolitical developments and climate-related risks. Extreme weather events, supply chain disruptions, trade restrictions and international conflicts are increasingly affecting organisational resilience and operational continuity. As a result, crisis management is evolving beyond emergency response. It is becoming a strategic management discipline that enables organisations to anticipate uncertainty, strengthen resilience and remain operational in an increasingly volatile environment.

Preparedness Makes the Difference

The findings of the CCNE Pulse Check reinforce what many organisations are already experiencing in practice: the risk landscape is becoming more complex every year. The question is no longer whether a crisis will occur, but how well prepared an organisation will be when it does. A robust crisis management framework, clearly defined roles and responsibilities, regular crisis exercises and well-prepared spokespersons can make the difference between maintaining control and struggling to catch up as events unfold.

At PM, we help organisations strengthen their resilience before a crisis occurs. In a world where cyber threats, artificial intelligence and geopolitical uncertainty continue to reshape the operating environment, preparedness is no longer optional, it is essential.