Crisis Management in PR: How Brands Can Overcome Negative Publicity
Negative press may spread like wildfire in the fast-paced digital world of today, harming a brand’s reputation in a matter of hours. For Indian firms to successfully traverse public relations (PR) problems, effective crisis management is essential. Brands must react strategically to restore credibility and confidence, whether it’s through an executive scandal, product recall, or social media dispute.
The Impact of Poor Crisis Management
Regardless of the quality of the goods, 63% of customers will not purchase from a business with a bad reputation, said a 2023 Reputation Institute survey. In India, where consumer decisions are greatly influenced by brand impression, ineffective crisis management can result in long-term financial losses and eroded customer trust.
Case Study: Maggi Noodles Controversy
Nestlé India’s 2015 ban on Maggi noodles was one of the country’s worst PR disasters. Sales fell and Maggi was taken off the shelves following claims of having too much lead. In order to restore confidence, Nestlé India used a multi-channel crisis management approach that included independent laboratory testing, public assurances, and a potent digital campaign. Maggi restored its market dominance in less than a year, proving that open communication and a proactive PR strategy can undo harm to a brand.
Key PR Strategies for Crisis Management
1. Proactive Crisis Planning
Instead of planning for a crisis, many businesses make the error of responding to one. Companies need to have a PR crisis plan that consists of:
- Spokespeople who have already been identified
- Procedures for responding to crises
- Frameworks for pre-approved messages
Example: Recently, a well-known financial company in India experienced a data breach. Nevertheless, they promptly informed impacted clients, collaborated with authorities, and initiated a cybersecurity restoration because they had a crisis management strategy in place, guaranteeing little long-term harm.
2. Rapid and Transparent Communication
Misleading remarks and delays can make problems worse. Consumers anticipate prompt and transparent responses from brands.
Statistics: 81% of consumers believe that in order to purchase from a brand, they must have faith in it, according to Edelman’s Trust Barometer.
Example: In order to stop the reaction from getting worse during a delivery-related crisis, Zomato quickly changed its policies and offered a public apology.
3. Leveraging Social Media Effectively
A crisis can be controlled or fuelled by social media. Businesses need to:
- Track real-time brand mentions
- Interact with customers directly
- Utilise social media to dispel false information.
Example: Air India’s social media team quickly resolved issues, provided reimbursements, and made open statements in response to passenger complaints, averting additional harm to the airline’s brand.
4. Partnering with Influencers and Media
Public perception is greatly influenced by the media and influencers. Companies ought to:
- Work together with reliable influencers.
- Make use of favourable press coverage
- Publicise press releases to make facts clear.
Example: An influencer campaign that was well-planned helped restore customers’ trust in an that had been criticised for its refund rules.
5. Post-Crisis Reputation Management
When media interest wanes, a crisis continues. Brands need to consistently restore trust by:
- Initiatives for community engagement
- CSR initiatives
- Long-term narrative for a brand
Reports & Insights: Crisis Management Trends in India
Year | Incident | Industry | Response Effectiveness |
2015 | Maggi Noodles Ban | FMCG | High – Product relaunch & PR campaign |
2020 | Paytm Data Privacy Concerns | Fintech | Moderate – Policy updates but delayed response |
2022 | Ola Electric Scooter Fire Controversy | Automotive | Low – Poor initial communication |
How Atom Communication Can Help
Strategic PR solutions and crisis management for Indian firms are our areas of expertise at Atom Communication. Among our areas of competence are:
- Planning for crisis communication
- Training for spokespersons in the media
- Strategies for restoring one’s reputation
Our team makes sure your brand handles crises well in order to maintain long-term growth and trust. To create a robust PR plan, get in touch with us right now.