The heating failure in the Grammet apartment block in Liestal , Switzerland, in December 2024 not only made the winter unbearable for many tenants, but also shed a telling light on crisis communication. What began as a technical defect developed into a crisis of trust due to inadequate information policy and a lack of crisis management. This case offers important lessons for communication managers and PR experts.
The essentials in brief with the help of comment analysis
What had happened?
Since the beginning of January, the tenants of the new building in Liestal have been freezing in temperatures of 15 to 16 degrees. The reason: the heat pump of the heating system failed and spare parts were not available. The administration promised a solution, but it was slow to arrive. What is particularly controversial is that Wincasa, which is responsible for the administration of the apartment block, has been under criticism for some time.
Role of Comment Analysis
The comments on social media platforms and news portals such as 20 Minuten illustrate the discontent of the affected tenants. The criticism is not only directed against the technical misery, but above all against the communication of the administration.
As part of the comment analysis, we looked at the 361 comments under the 20 minutes article and analyzed them semantically. Here are the results:
Main themes and arguments from the comment analysis
The comments are often reports of experiences. They provide the depth needed to gain a broad spectrum of information about the world in which people live, using details.
Technical problems in the new building
Heat pump as a weak point:
Despite its modernity, the heating system is vulnerable, and spare parts are unavailable. It is also criticized that heat pumps are generally more vulnerable than older technologies such as oil heating systems.
Commentators suspect that the system was either poorly planned or improperly installed.
Missing emergency solutions:
There are no connections or plans for mobile heating systems could be used at short notice.
Suggestions range from electric heaters to mobile oil heaters to temporary heating centers.
Role of the administration (Wincasa)
Inadequate crisis management:
The administration is described as disorganized and difficult to reach. Complaints about a lack of communication and support are increasing.
Necessary measures such as the provision of heaters or emergency heating are not implemented by the administration.
Negative reviews:
Many tenants report similar cases in the past, both in the Grammet apartment block and in other properties managed by Wincasa. This underlines the bad reputation of the management.
Rent reductions and legal reactions
Tenants' demands:
Commentators stress that rent reductions or refunds are essential. The administration is called upon to offer these on its own initiative.
Some commentators suggest legal action, such as depositing the rent in a blocked account or involving the arbitration authority.
The administration counters:
Arguments that such decisions depend on ownership are perceived as an excuse.
health and quality of life
Cold and mold:
When temperatures reach 15-16°C in homes, people are discussing discomfort and the risk of mold growth.
Families with small children and sick people are particularly affected.
Pragmatic voices:
Some commentators point out that sweaters, blankets, and electric heaters could be helpful, although this is not a long-term solution.
Criticism of owners:
austerity measures:
The ownership is seen as centrally responsible because it sets the budgets and measures of the administration. Commentators criticize that costs are being cut even though the rent prices are high.
Calls for a change of management or intervention by the owners are becoming louder.
New building quality and long-term perspective
Defects in the construction process:
It is speculated that the construction quality is poor and new buildings are often built cheaply, which leads to such problems in the long term.
Question of "new construction":
Commentators criticize the term "new building" because it is obviously several years old. This contradicts the expectations of a flawless condition.
Comment Analysis - Takeaways
Lessons for PR and Communication ManagersThe case shows how important well-thought-out crisis communication is. PR experts should take the following points from this situation:
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Comment Analysis - Advanced Evaluation Methods
communication metrics
We not only measure how many comments and replies were posted, but also do further calculations to understand the nature of communication and derive instructions for action.
degree of polarization
Our degree of polarization reflects the extent of polarization in opinions. The more the bars dominate on the left or right, the more pronounced the field of opinion is.
In our example, this means that the comments agree with the criticism (= positive values) and hardly contradict it (= negative values).
network
With the help of the network representation, it is possible to make statements about communication types and their interaction.
Shown are "nodes," the small points that represent acting people, and "edges," which are the connecting lines between actors or themselves.
We also differentiate between centralized (the master account determines communication) and decentralized communication styles. In the example on the left, separate discussion groups are formed independently of the post's author.
We also capture the hierarchy of the actual text.