instinctif-partners-co-animation-stillDubai, United Arab Emirates: A new tool measuring a business’ ability to respond to a crisis is being launched today. CrisisOptic quantifies business resilience in ten key areas, from governance and risk management to operational response. Using a carefully weighted assessment system, it generates a bespoke Business Resilience Score and visual dashboard presentation based on the examination of 112 data points.

Risk, issues and crisis experts from business communications consultancy Instinctif Partners, who developed the diagnostic tool, then prepare a brief report to accompany the score that can be used to inform policies, procedures and capabilities, to strengthen risk and issues management, and crisis preparedness.

Samantha Bartel Al Khalaf, Managing Partner, Instinctif Partners Middle East said: “The GCC’s business leaders need to be able to measure how well their organisation can respond to threats in an environment that is volatile, uncertain, complex, and ambiguous. Our CrisisOptic delivers the required  insights quickly and presents them clearly. It is a highly effective way of assessing how far a business can recover from certain types of crisis, continue to grow in the face of wide-ranging challenges, and prepare and adapt to change.”

CrisisOptic is based on international best practice for crisis management – including global standard BS11200:2014 – and Instinctif Partners’ end-to-end methodology developed while working with clients from global brands to government regulators and SMEs.

Victoria Cross, who leads Instinctif Partners’ risk, issues and crisis team, said: “CrisisOptic is a game-changer for business resilience, anti-fragility, and risk and crisis management. Until now it’s been impossible to quickly identify strengths and weaknesses across an organisation and comprehensively compare the results against a peer group.  But this is exactly what CrisisOptic provides.  It’s fast, accurate and will enable organisations to focus finite resources on the areas where they are most exposed.”

Launching today, CrisisOptic will be free to use1 for a limited time and is available exclusively through Instinctif Partners.  After a two-month free introductory period, Instinctif Partners will charge companies USD 6,500 to access the tool.

Businesses wishing to use CrisisOptic should visit to apply for their own secure dashboard.

1 CrisisOptic is free to use based on basic registration qualification criteria which must be satisfied before a username and password will be issued.


Our specialist risk, issues and crisis management division was acquired in 2008.  The team has more than 100 years’ experience working with clients ranging from blue chip multinationals and global consumer brands, to government regulators and SMEs globally.

Our best practice approach fuses risk identification, assessment and mitigation, with incident and crisis management preparedness – building strategic, operational and reputational resilience into businesses.

The Instinctif Partners crisis bureau offers 24/7/365 access to expert crisis management counsel and hands-on support to help organisations respond effectively to immediate threats.


Instinctif Partners is a fast-growth international business communications consultancy. Its areas of expertise include capital markets, corporate affairs, public policy, life sciences, content & creative, engagement and insight & research.

Instinctif Partners specialises in reputation, influence and engagement. The company works with its clients to communicate with multiple and complex audiences through deep insight, expert storytelling and creative delivery – driving real and measurable commercial value.

Instinctif Partners employs 450 people in 22 offices across 13 countries in Europe, the Middle East, Africa, Asia and North America.

Instinctif Partners pride themselves on being one of the leading consultancies in the industry, winning City Agency of the Year at the 2015 ‘PRCA City and Financial’ Awards and shortlisted for Outstanding Large PR Agency of the Year in 2016. In 2015 it was shortlisted as Employer of the Year at the ‘Growing Business Awards’, Independent Consultancy of the Year at the international ‘ICCO Awards’ and as one of the Best Places to Work in PR by ‘PR Week’.