Crisis communication: Controlling the uncontrollable

 Crisis communication has always been a critical aspect of brand management. However, in today's hyper-connected, digital-first world, its importance has grown exponentially.

With the rapid rise of social media platforms and the increasing influence of cancel culture, individuals and entities are publicly called out for controversial remarks and insensitive campaigns. Hence, India's rapidly evolving socio-political environment makes it essential for organisations to be agile, transparent, and future-ready.

As the country marches toward becoming a $5 trillion economy by 2025, according to NITI Aayog’s projections, its corporates, startups, and government institutions must focus on strengthening their crisis communication frameworks.

Considering India’s diverse culture, vast expanse, and political intricacies, crises may arise out of the blue. Indian brands, therefore, must be prepared to nip such issues in the bud.

They must respond immediately and empathetically to corporate scandals, public health issues like COVID-19, political turmoil, or social movements like #MeToo. According to a 2023 Deloitte report on corporate risk, nearly 75% of Indian organisations expect crises in the next two years, with technology-driven disruptions and regulatory challenges identified as major risks.

1. Dealing with digital-first

The Internet and Mobil Association of India pegged the active internet users in the country at over 69.2 crore in 2023. With such a vast base, crisis communication is speedily shifting to digital platforms. Social media platforms such as X, Instagram, Facebook and WhatsApp have become primary channels for breaking news and public opinion, making the speed and transparency of crisis responses critical.

Trend: By 2025, 90% of crisis communication in India will occur on digital platforms. Organisations will need real-time monitoring and rapid-response frameworks to manage issues before they spiral into full-blown crises.

Actionable insight: Indian companies must invest in social media listening tools and crisis response teams that can identify early warning signs and respond within minutes, not hours. Platforms like Koo, India's alternative to X (formerly Twitter), will also play a big role, requiring brands to maintain a presence across both, global and homegrown networks.

2. Applying AI

Artificial intelligence (AI) is becoming increasingly critical in Indian crisis communication. With their ability to monitor vast amounts of data and social conversations, AI tools like Hootsuite and Meltwater are helping Indian businesses predict and preempt crises. With real-time trend tracking, AI can alert companies of potentially damaging issues before they snowball out of control.

Trend: A Gartner report estimates that by 2025, 60% of crisis communication in Indian organisations will involve AI-driven automation and predictive analytics. This will enhance the efficiency of crisis management, allowing businesses to stay ahead of the curve.

Actionable insight: Indian companies need to integrate AI tools to analyse online sentiment in real-time and generate crisis response strategies automatically. This will help improve collaboration among PR, legal, and HR departments, ensuring everyone is on the same page during a crisis.

3. Hyper-personalised response

Given India's diverse and segmented market, a uniform, one-size-fits-all crisis response is no longer effective. The future of crisis communication will be defined by hyper-personalised messaging tailored to different linguistic, cultural, and regional audiences. A crisis in one state may not have the same impact in another, and Indian brands must address such local nuances.

Fact: With over 19,500 dialects and languages spoken across India, as per the 2011 census, brands need to communicate in regional languages during crises to ensure clarity and trust.

Actionable insight: Brands should develop region-specific crisis response frameworks. A unified crisis playbook should be adaptable to local languages and cultural sensitivities, which will help build trust with diverse stakeholders.

4. Cornerstones of crisis communication

Indian audiences value empathy and transparency in brand communication, especially when the chips are down. During the COVID-19 pandemic, brands like Zomato, Tata, and Reliance stood out for their empathetic communication, which not only helped address the crises but also reinforced public trust.

Trend: Edelman’s Trust Barometer 2023 study shows that 76% of Indian consumers are more likely to trust brands that are transparent and wear their hearts on their sleeves during a crisis. More and more, consumers are making purchase decisions based on how brands handle adversity and align with social causes. Indian companies, which focus on empathetic communication will reap the rewards of higher brand loyalty.

Actionable insight: During crises, Indian brands must go beyond damage control. Rising to the occasion, they should exhibit genuine concern for affected communities. This may involve CSR initiatives, empathetic messaging, and real-time updates on corrective actions.

5. Leveraging the local

India’s influencer arena is expanding rapidly, with both, micro- and nano-influencers playing a critical role in shaping public opinion. Local influencers, particularly those in regional markets, are trusted voices who can help brands manage their reputation in the eye of the storm.

Fact: A Kantar study found that 40% of Indian consumers trust influencers as much as they trust friends. When caught in a tight spot, these influencers can become effective communicators to mitigate negative sentiment. By 2025, Indian brands will progressively collaborate with regional influencers for crisis communication, particularly in markets outside tier-1 cities.

Actionable insight: Companies should build relationships with influencers and create pre-established agreements to have them serve as advocates or amplifiers in the crunch. Influencers can deliver credible messages to their followers faster and more authentically than traditional media.

6. Multi-platform strategies

Considering India’s extensive and fragmented media industry, effective crisis communication will require multi-platform strategies. As news and information consumption shifts across media types, such as TV, radio, print, and digital, brands need to be quick on the uptake across the spectrum.

Fact: India remains one of the few markets where traditional media is growing alongside digital. The Indian Readership Survey 2022 found that newspapers reached 42.5 crore readers in India, proving that print was still powerful during crises.

Actionable insight: Indian brands need to have a 360-degree crisis communication plan that covers digital platforms, traditional media, and influencer-driven strategies. This will ensure messaging consistency across channels—which is crucial to effective public perception management.

7. Contending with the cancel culture

Cancel culture has become a significant issue in India’s social media ecosystem. Brands must be proactive in managing reputational risks by responding to criticism head-on. The #MeToo movement, for instance, put several prominent brands in the spotlight, and the public response demanded greater accountability and transparency.

Fact: A report from 2023 revealed that 58% of Indian consumers believed brands should be held accountable if they were perceived as unethical or misaligned with cultural expectations

Actionable insight: Indian companies need to develop a strong cancel culture mitigation strategy, which includes identifying sensitive issues, training staff on social media conduct, and establishing a formal crisis team to swiftly respond to negative public sentiment.

Being future-ready

In a highly unpredictable world, effective crisis communication is not just about damage control—it's about building resilience, fostering trust, and preparing for any challenge that comes your way.

To stay ahead of the game in the future, Indian brands must invest in advanced crisis communication tools, train their teams in real-time response protocols, and adopt a proactive approach to managing crises. Those who are prepared for the worst will emerge stronger, with their reputation intact—in one of the world’s most dynamic markets.

Poonam Mahajan, director, Apexx Media Brand Creators.