(MENAFN- PRovoke) Days of carbo-loading, liters of hydration, anti-rash cream in strategic places, number pinned, running gear ready, and a restless night behind us. Race day was here. The Cape Town Marathon 2025. One of the key events on the race calendar for many Capetonians and runners beyond.

It had been a grueling few months of early mornings, careful eating plans, and testing new things, because as every runner knows, nothing new on race day. The mindset was set, the goal clear, and the excitement palpable.

I picked up my fellow runners just before 05:00 and headed to collect the rest of our running group. Then, one WhatsApp after another began to pop up; there might be delays... the race might not go ahead. On the dot, at 05:00, the rumor 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.

The decision initially felt abrupt; it was devastating. For runners, it felt like heartbreak. For the organizers, sponsors, and city officials, it was an unenviable crisis. Within minutes, thousands of disappointed participants were refreshing their phones, looking for answers. What unfolded in the hours and days that followed offered a case study in how crisis communication can either fracture or fortify reputation.

Just a quick note: I am in no way affiliated with the Cape Town Marathon or its organizing team. This reflection is written purely from my perspective as a participant and communication professional observing how the situation was handled.

When the wind changes, so must the plan

Crisis communication, much like marathon running, demands preparation, stamina, and the ability to adapt under pressure. In moments of uncertainty, credibility depends on clarity and empathy. The Cape Town Marathon team faced that test head-on. Their first official message, posted across social media, was brief, factual, and calm. The race was cancelled due to safety risks, and further information would follow.

It was not a perfect start. Runners were understandably frustrated. Some felt the communication came too late, while others wondered if the event could have started later. But the decision was grounded in a single principle: safety first. Clarity of purpose matters. In crisis communication, the first rule is clear: protect people.

From reaction to reassurance

The initial storm passed, both literally and figuratively, but the real work began afterwards. How do you rebuild trust when your audience feels robbed of an experience they have trained months for?

This is where the Cape Town Marathon organizers stood out. They did not disappear once the immediate crisis ended. They kept communicating. Updates were shared about refunds, next steps, and words of encouragement. A few weeks later, runners received an email titled We Will Go Again. It acknowledged disappointment, answered lingering questions, and celebrated the spirit of the running community. More importantly, it introduced tangible action. All 2025 marathon entrants would receive a sponsored entry for either the 2026 or 2027 race, courtesy of Sanlam, the title sponsor.

Reputation resilience: the long run

As someone who works in reputation management, I found this experience a vivid reminder of the fundamentals. Reputation resilience is not built in boardrooms or brainstorming sessions. It is built in moments of truth, when things go wrong and stakeholders are watching how you respond.

The organizers' continued engagement demonstrated an important principle: crisis communication does not end when the crisis subsides. It evolves into relationship management. By staying visible, empathetic, and action-oriented, the Cape Town Marathon team turned a potential reputation disaster into an opportunity to strengthen loyalty and credibility.

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 was 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. A detailed timeline of events leading up to the decision was also shared with stakeholders.

3. Leadership visibility matters

Hearing directly from 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 the announcement could have been made 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.

Consistency. Empathy. Leadership. Transparency.

Yes, it was disappointing. But it was also responsible. When the wind gusts hit and the risks became real, the organizers made the right call, and they communicated it with care.

When the unexpected happens, integrity and compassion are what keep organizations and people moving forward.

Every setback is a test of stamina

From a personal perspective, this experience echoed what marathon training teaches all runners: consistency matters more than speed. Whether you are running 42.2 kilometers or managing a brand through turbulence, endurance, pacing, and resilience determine success.

The way the organizers handled the aftermath showed that reputations, like runners, can stumble but recover stronger with integrity and purpose. When you build stamina, whether for a marathon or a reputation, it is what carries you through the toughest times.

Lessons for leaders and communicators

Every organization will face its own Cape Town Marathon moment, an unexpected crisis that tests preparedness and values. The lessons here are universal:

Communicate early and clearly. Even if you do not have all the answers, honesty builds credibility.

Lead with empathy. Recognize emotion before offering information. People remember how you made them feel.

Follow through. Keep communication going long after the headlines fade. Sustained engagement builds trust.

Turn adversity into purpose. The most respected brands use crises to reaffirm their values and strengthen relationships.

Let leadership lead. The most senior person in the organization should communicate with stakeholders to demonstrate accountability and care.

Keep messages simple. Clarity cuts through confusion and helps people focus on what truly matters.

Communicate continuously. Crisis communication is not a once-off event; consistent updates sustain confidence and credibility.

Crossing the finish line

When the 2026 Sanlam Cape Town Marathon takes place, it will carry more than just runners' hopes. It will symbolize a reputation rebuilt through courage, clarity, and connection.

Marathons and reputations share the same truth. Both are built over time, tested in moments of crisis, and strengthened by the will to keep going.

Regine le Roux is the founder and managing director of Reputation Matters, a research consultancy that helps organizations measure and strengthen their reputations across Africa.

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