Days of carbo-loading, litres of hydration, Vaseline
in strategic places, number pinned, outfit ready, and a restless night behind
us. Race day was here. The Cape Town Marathon 2025.
Just before 05:00, friends were picked up and we headed out to collect the rest of our running group. Then, one WhatsApp after another began to pop up. On the dot at 05:00, the rumour became reality: the Cape Town Marathon was cancelled.
Shock. Disbelief. Denial. Anger. All in seconds.
Surely not? Maybe this was a mistake? A hack? A bad
joke?
But as the official messages came through, reality set
in. The 2025 Cape Town Marathon was indeed called off for safety reasons.
For everyone who had trained for months, it felt like
studying for an exam only to have it cancelled on the day. The disappointment
was deep. Yet, from a communication perspective, there is much to learn from
how the organisers handled this curveball.
Crisis Communication in Motion
1.
There was clearly a plan
When a decision of this magnitude hits, chaos usually follows unless there is a
plan. Across Facebook, Instagram, and WhatsApp, the messaging was consistent,
calm, and coordinated. It was clear that communication had been prepared, not
improvised. In a true crisis, consistency is credibility.
2.
Empathy and clarity led the message
The tone was simple and sincere: runner safety is the priority. That statement
alone set the foundation for the rest of the day. Had the race gone ahead and
something tragic happened, the backlash would have been far worse.
3.
Leadership visibility matters
Hearing directly from the CEO, Clark Gardner, made all the difference. In moments of crisis, people
want to hear from the person at the top, the voice that carries authority and
accountability. The video message explaining the decision helped replace
speculation with understanding.
4.
Timing and transparency
Some runners questioned the timing and whether it could have been announced
earlier. Perhaps it could. It is also fair to assume that the team was weighing
every possible option, consulting safety officials, and waiting for final
confirmation before making the call.
Importantly,
once the announcement went out, communication did not stop there. Questions
about refunds, medals, and future entries were addressed throughout the day.
That is how trust is maintained: not through perfection, but through
continuous, honest updates.
Turning
a Crisis into a Case Study
This
was not just a test of endurance for runners, but a test of communication for
organisers. They demonstrated the four essentials of effective crisis
communication:
Consistency. Empathy. Leadership. Transparency.
Yes, it was disappointing. But it was also
responsible. When the wind gusts hit and the risks became real, the organisers
made the right call, and they communicated it with care.
When the unexpected happens, integrity and compassion
are what keep organisations and people moving forward.
Written by: Regine le Roux, Founder and Managing Director
of Reputation Matters
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regine@reputationmatters.co.za
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