Crisis Communication in the Digital Age: Navigating Online Storms in India

The digital age has transformed crisis communication into a global phenomenon. Information travels at lightning speed, crossing borders and igniting public outrage across continents. Businesses operating internationally face the added challenge of navigating cultural sensitivities and diverse legal landscapes when dealing with online crises. In India, with its ever-growing internet user base and a vibrant social media landscape, online crises can erupt swiftly and spread like wildfire. Public relations (PR) professionals face a unique challenge: managing brand reputation amidst fake news, social media outrage, and the relentless scrutiny of online communities. I have attempted to explore effective crisis communication strategies for navigating online crises in the Indian context, analysing both successful and unsuccessful approaches through recent examples.

The Peril of Online Crises in India:

• Speed of Information Diffusion: Social media allows information, both accurate and misleading, to spread instantaneously. Fake news can go viral within minutes, causing immense reputational damage before brands can react.
• Amplified Public Outrage: Online platforms provide a powerful voice to disgruntled consumers. Social media outrage can quickly snowball, attracting media attention and potentially sparking boycotts.
• Cultural Nuances: India’s diverse cultural landscape necessitates understanding regional sensitivities and adapting communication strategies accordingly.

Best Practices for Crisis Communication in the Digital Age (India):

• Proactive Approach: Develop a comprehensive crisis communication plan well before a crisis strikes. The plan should outline roles and responsibilities, designate spokespersons, and establish communication channels.
• Monitoring and Early Detection: Continuously monitor social media and online news platforms for potential threats to brand reputation. Early detection allows for a swift and measured response.
• Transparency and Authenticity: Communicate openly and honestly with the public. Acknowledge concerns, provide factual updates, and apologize if necessary. Avoid sugarcoating or obfuscating information.
• Empathy and Cultural Sensitivity: Express empathy towards those affected by the crisis. Tailor communication to resonate with local cultural norms and sensitivities.
• Multi-Channel Communication: Utilise various communication channels, such as official brand websites, social media platforms, and press releases, to reach a wider audience.
• Engagement and Response: Actively engage with stakeholders online. Respond to comments and questions promptly and professionally.

Learning from Recent Examples:

1. Best Management: Zomato’s Response to Delivery Partner’s Death (2020): Food delivery platform Zomato faced a crisis in 2020 when a delivery partner died by suicide, allegedly due to work pressure. Zomato’s response was widely lauded for its transparency and empathy. They acknowledged the incident promptly, offered financial assistance to the family, and reviewed their policies to improve delivery partner welfare. Zomato’s CEO actively engaged with the public on social media, addressing concerns and outlining corrective measures. This transparent and empathetic approach helped mitigate the crisis and showcased Zomato’s commitment to its delivery partners.
2. Poor Management: Tanishq’s “Ekatvam” Advertisement Controversy (2020): Jewellery brand Tanishq faced a social media backlash in 2020 for their “Ekatvam” advertisement featuring an interfaith couple. The ad, promoting religious harmony, was misinterpreted by some as promoting “love jihad” (a conspiracy theory about Muslim men targeting Hindu women for marriage). Tanishq initially withdrew the advertisement, sparking accusations of succumbing to online pressure. They later re-released the ad with a clarification statement. However, the initial withdrawal was perceived as a lack of conviction and damaged the brand’s image of inclusivity.

Crisis communication in the digital age requires a strategic and nuanced approach, especially in a diverse country like India. By proactively preparing, prioritising transparency and empathy, and adapting communication to the online environment, PR professionals can navigate online crises effectively. Learning from past examples, both positive and negative, equips PR professionals to handle online storms and protect brand reputation in the dynamic digital landscape.  By embracing the power of open communication and cultural sensitivity, PR professionals can ensure that even during online crises, brands emerge with their reputations strengthened.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Jyotsna Nanda Dash

A seasoned Corporate Communications strategist with over 23 years of experience in leading reputation management initiatives for prestigious organizations. Proven ability to navigate diverse projects and campaigns across global geographies, demonstrating expertise in aligning communication strategies with overarching business goals. Collaborative approach with global marketing, corporate communication, digital, and CSR teams. Recognized for crafting compelling narratives that elevate organizational standing within the industry and society at large. Consistent commitment to delivering excellence in the dynamic field of Corporate Communications, to make an impact.