Crisis in paradise: When Easter turned into a PR firestorm

It was supposed to be just another busy holiday season at Grand Oca Maragogi. The resort was packed, the Easter campaign was in full swing, and my team and I were managing communications as usual.

Then, the call came.

A guest—a tourist from Argentina—had passed away unexpectedly on the property. And worse? Someone inside the hotel had already leaked information to the press. The media frenzy had begun before we could even assess the situation.

There was no time to waste. I dropped everything, booked the next flight from São Paulo to Alagoas, and got to work before the headlines spiraled out of control.

First rule of crisis management: contain the chaos

The first few hours of any crisis determine the outcome. Here’s what we did to take control of the narrative before it took control of us:

✅ Assembling a war room – We formed a crisis response team on-site, assigning clear roles to ensure swift and coordinated action. Our working group included resort leadership, frontline supervisors, and a dedicated point of contact for local authorities.

✅ Locking down internal communications – Employees were briefed immediately. One consistent message, one spokesperson, and no unauthorized comments to the press. Period.

✅ Owning the media narrative – Since journalists were already circling, we established a single press contact: me. Every media request went through my filter, ensuring no misinformation spread. Meanwhile, we prepped the hotel manager to serve as the official spokesperson, as the CEO was off-site.

✅ Managing the investigation – The biggest concern? Speculation that the guest had suffered from food poisoning. We worked closely with health inspectors and police to clarify the cause of death (which was later confirmed as natural causes). Keeping a transparent line with authorities meant we could release factual updates rather than react to rumors.

✅ Supporting those who mattered most – This was never just a PR crisis. A 15-year-old boy had just lost his mother. We coordinated with child protection services and psychologists to ensure he received immediate care. We also partnered with the Argentinian Consulate to arrange travel for his aunt to bring him home and organized the repatriation of the victim’s body.

Turning crisis into an opportunity

Crisis management isn’t just about damage control—it’s about strengthening relationships and proving your values when it matters most. Because of our swift and strategic response:

💡 We reinforced our people-first approach, showing guests and staff that their well-being was the top priority.

💡 We built stronger relationships with local authorities, earning their trust for future collaborations.

💡 We flipped the media narrative, turning negative press into a story of responsible crisis management, ultimately protecting the resort’s reputation.

By the time the final reports were released, we had successfully shifted the conversation from scandal to resolution. The resort was no longer the center of controversy—it was a case study in how to handle a crisis the right way.

Would your business be ready?

Crises don’t wait for a convenient time to strike. When they do, your response determines whether you come out stronger—or sink under pressure.

If your business operates in hospitality, tourism, or any high-stakes industry, do you have a crisis plan in place? If not, let’s talk.