A World in Flux

From Liberal Order to Multipolar Disorder

What this Means for PR and Crisis Communication

In an era defined by geopolitical instability and ideological fragmentation, the ability of institutions and corporations to respond with clarity, courage, and consistency has never been more important. As the liberal international order wanes, replaced by transactional alliances and fragmented global blocs, communicators must navigate a world where power is less predictable—and silence more dangerous.

This short exploration uses the example of Prof. Dr. h.c. mult. Reinhold Würth, long-time Chairman of the Advisory Board of the Würth Group, to illustrate what responsible, value-driven communication can look like in practice. It also draws selectively on the thesis of Finnish President Alexander Stubb, who outlined the contours of this new world disorder in his 2024 lecture at BI Norwegian Business School.

1. Reinhold Würth: A Case Study in Courageous Communication

As Germany prepared for the 2025 Bundestag elections, Würth emerged as one of the country’s most outspoken business leaders willing to take a stand. For over a year, he has published full-page advertisements warning against the rise of far-right populism and defending democratic institutions, liberal values, and the European project.

One campaign reads:

"Manche fragen sich: Soll ich überhaupt WÄHLEN gehen? Einige denken vielleicht, es BRINGT ja eh nichts. DOCH genau das Gegenteil ist der Fall..."

(Translation: "Some people ask themselves: Should I even bother to vote? Some may think it doesn't make a difference. But the exact opposite is true...")

He continues with an explicit call to defend the German constitution, the European Union, and even the vision of a United States of Europe, concluding:

"Manchmal lohnt es sich, genau nachzudenken."

(Translation: "Sometimes it pays to think things through.")

— Prof. Dr. h.c. mult. Reinhold Würth

Although these advertisements bear the Würth Group logo, they are unmistakably personal. Würth leverages his platform, reputation, and brand to engage in what can only be described as preemptive crisis communication: inoculating the public sphere against democratic erosion.

Würth has also publicly criticized the AfD and warned that the normalization of extremism poses existential risks not just to society, but to economic stability and investor trust. This form of communication acknowledges a new reality: in a world where narratives can spiral rapidly and silence is politicized, the cost of neutrality is rising.

2. President Stubb and the Global Framework

In his 2024 lecture, Finnish President Alexander Stubb offered a global macro lens through which to understand these shifts. He argued that the post-WWII liberal order—once sustained by international institutions and Western dominance—is unraveling.

He identified three global blocs:

Global West – defending the multilateral order

Global East – seeking to revise or undermine it (e.g., China, Russia)

Global South – demanding agency and equal voice

Stubb’s binary framing—multipolarity vs. multilateralism—resonates beyond politics. It presents a critical decision point for communicators: do we act purely out of strategic interest, or do we speak from principled alignment?

He warned: “If your company today does not have a Chief Geopolitical Officer, you're going to be out of business pretty soon.”

This is more than hyperbole. It reflects the new normal where geopolitical risk, disinformation, and stakeholder pressure require organizations to not only adapt—but to lead.

3. Strategic Implications for PR and Crisis Communication

Würth’s actions and Stubb’s framework converge on several key insights for communication strategy:

• Order: Build Clarity into Your Communication Architecture

  • Stakeholders seek clarity amid noise.

  • Define your institutional values clearly—and communicate them before crisis forces your hand.

• Balance: Speak to the Multipolar Audience

  • Communication strategies must be both globally aware and locally accountable.

  • Don’t assume Western liberal values are universally accepted—make the case for them.

  • One-size-fits-all narratives now erode trust.

• Dynamics: Design Communication for Conflict Scenarios

  • Organizations must assume disorder as the new normal.

  • Build crisis playbooks that reflect real-world geopolitical developments.

  • Ethical clarity must be part of every rapid response protocol.

• Leadership: Move from Risk Avoidance to Risk Ownership

  • What Würth exemplifies is leadership: using communication not just to respond, but to shape the environment.

  • If brands are now political actors, executives must become moral communicators.

Communicative Preparedness is Strategic Preparedness

In times of structural disorder, brands and institutions have two choices: react passively, or prepare proactively. The example of Reinhold Würth shows what it means to treat reputation as a responsibility, not just an asset.

President Stubb’s global lens gives us the strategic rationale. Würth’s actions give us the operational model.

In the years ahead, communicators must:

• Abandon false neutrality and stand for values.

• Build resilient, geopolitically informed messaging systems.

• Prepare for disinformation as a structural risk.

• Shift from reaction to anticipation, from stability to agility.

• Develop multi-crisis playbooks that center human agency, not just risk mitigation.

Because in a fragmented world where perception is power, how—and when—you speak is what defines your role in the new world order.