South Africa, Oct. 20 -- I picked up my friends just before 05:00, heading to collect the rest of our running group. Then, one WhatsApp after another began to pop up. On the dot, at 05:00, the rumour 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.

For everyone who had trained for months, it felt like studying for an exam only to have it cancelled on the day. The disappointment was deep.

Yet, from a communication perspective, there is much to learn from how the organisers handled this curveball.

Cr...