For around three days last October, users of the ubiquitous BlackBerry® devices found themselves without their communications fix. Owners across the world from the USA to India found themselves unable to function normally as their service suffered terminal backlog.

After a delay, the problem was identified as a failed backup at a data centre in Slough (no, not run by a David Brent), and slowly the BlackBerry’s designer and network operator Research in Motion (RIM) got on top of the issue.

As often happens in such crises, it was not the fact of the triggering event which caused annoyance with those affected, but the speed and candidness with which the communications were handled.

Students of the CIM Managing Corporate Reputation module will be familiar with this phenomenon.

On at least one previous occasion, Canadian firm RIM had been criticised for failing to provide a full explanation to its customer base when it experienced network problems.

What is fascinating is to see the way RIM executives approached the video medium in getting their message out. The first clip here is a well-rehearsed and polished performance by Mike Lazaridis, Founder and Vice Chair of the Board. Ok, he's reading but he comes across as sincere and gives enough detail to be credible.  www.rim.com/newsroom/service-update.shtml

What a contrast to the performance earlier in that year when he abruptly ended a BBC interview. He and his off-screen PR adviser seemed under real pressure, and not prepared to answer what he regarded as improper questions from the reporter.  www.youtube.com/watch?v=Q6iGe7vuGeQ. US CEOs are not accustomed to the more ‘challenging’ style that keeps us watching in the UK. For a forthright discussion on what happened here, see www.youtube.com/watch?v=izUG8Zep02s.

Finally, this clip is just up on the excellent Business Zone web site: It’s Dan Sloshberg, EMEA Regional Manager for RIM. Make up your own mind whether he answers the questions. http://bit.ly/wRLSOq

Today’s companies, large and small, operate in the full glare of the media spotlight, with added resonance from social media to keep the echo bouncing around. Communications have never been so important.