Every word matters. We are here to help.

Uncertainty is the new normal. Today. And also, tomorrow. This means that every decision is harder and calls for carefully calculated and precise communication. Twenty-five years of experience. KPMS.

Message Design

The team, customers, owners and many other stakeholders, as well as the general public expect clear messages.

Content Creation

Even today, when everything seems to have come to a standstill, your own information channels need content, be it in text, sound or visual form.

Change Management

We bring crucial experience to the decision-making process, help to involve competences from other fields or create entire teams.

Henri Käsper
senior partner

Five Rules for Coping with This Crisis


There are five simple rules of communication that should be kept in mind by every person, be they a top manager, civil servant, journalist, PR expert or actually anyone active in their own social media channel.

Know your facts. Yes, it is extremely important to get your facts straight. You have to know what they stand for, where they come from and what their impact is. Any mistake, either understating or overstating something, is going to create new uncertainty. If in doubt, do not share. Now is not the time to seek cheap popularity. You are responsible.

Communicate the information that people need. Do not do this for feeding your own passion, but for helping to go on and to cope. Catchy headlines followed by unnecessary information only cause needless confusion and reduce even more the fragile sense of security in the society.

Big numbers. When speaking about big numbers, do not highlight them without a sound reason and always, yes, always, place them into context. Even the smallest numbers in the global setting can be huge for tiny Estonia.

Reading coffee grounds. Many are tempted to describe trends and forecast the future. Please try to remember that just a few similar single events happening in a short period of time do not make a trend. Before presenting a theory, each fortune-teller should be willing to bet on the prediction coming true with money from their own pockets in the amount they would be reluctant to lose.

Dedicated spokespersons. Keep the number of people who speak on behalf of the organisation to a minimum. One person, one story – fewer chances of mistakes and misunderstandings. But if the spokesperson has made a mistake, or even worse, more mistakes than one, replacement is in order. The credit of trust is a limited resource.

If we all learn to live by these rules today and remember them also tomorrow and the day after, then maybe some good will have come out of this horrible crisis after all.

Our highly experienced team

Henri Käsper

Senior partner

+372 50 18 200

Margus Mets

Senior partner

+372 50 18 300

Ieva Šimkūnaitė Jansonienė

Partner, Lithuania

+370 68 743 924

Hans Saarvelt

Partner, Estonia

+372 51 911 215

Heiki Laja

Partner, Estonia

+372 56 641 917

Linda Liepina

Partner, Latvia

+371 28 688 464

Remigijus Barauskas

Partner, Lithuania

+370 69 882 240

Contact us

Tallinn – Riga – Vilnius

KPMS is a full service communication agency.