Crisis Management in PR: Best Practices for Indian Companies


In the fast-paced world of business, especially within the vibrant landscape of India, the necessity for robust crisis management has never been more pronounced. Indian companies, navigating through the country’s unique socio-political dynamics and an ever-evolving digital landscape, find themselves at a crossroads where a single misstep can escalate into a public relations nightmare. The key to weathering these storms lies in preparedness and the strategic deployment of a crisis management plan that is not only effective but also culturally and contextually relevant.

Key Steps for Managing a PR Crisis

Key Steps for Managing a PR Crisis

Investigate the Origins

The first step in managing a PR crisis is to thoroughly understand its roots. This involves deploying social listening and media monitoring tools to grasp not just the what and the how, but the why behind the crisis. Understanding the sentiment behind the public’s reaction and the channels through which the discourse is flowing is crucial. For Indian companies, this means not just monitoring English language media, but also the myriad of regional languages that permeate the digital and traditional media landscape.

Select Distribution Channels

Once the origin and nature of the crisis are understood, selecting the appropriate channels for response is critical. The choice of platform, be it social media, press releases, or even traditional media, depends on where the conversation started and where it’s most active. In India, with its diverse media consumption habits, this selection becomes even more critical. A crisis that begins on a regional language Twitter feed may require a different response strategy than one that starts on a national news channel.

Respond Timely

Timeliness cannot be overstated in crisis management. The gap between the crisis’s onset and the company’s response can often define the narrative. A prompt acknowledgment of the issue not only helps to avoid escalation but also demonstrates the company’s care and concern for the matter at hand. For Indian companies, this is a delicate balance to maintain, considering the time it takes to craft messages that resonate across India’s diverse linguistic and cultural spectrum.

Monitor Reaction

Monitoring the reaction to the company’s response is as important as the initial response itself. This involves keeping a close eye on media outlets, social media chatter, and other platforms to gauge the public’s sentiment. The effectiveness of the communication strategy is only as good as the public’s reception. For Indian companies, this means navigating the complex web of national and regional feedback, understanding that the reaction in one state may differ vastly from another.

Report and Reflect

The final step in managing a PR crisis is to report on the incident internally and reflect on the lessons learned. This involves a comprehensive review of how the crisis was handled, what worked, what didn’t, and how future incidents can be better managed. For Indian companies, this reflection is an opportunity to fine-tune their crisis management strategies, taking into account the unique challenges presented by the Indian market.

Real-World Examples

To illustrate, let’s consider the case of Gucci’s balaclava sweater and Pepsi’s Super Bowl ad. Both instances required swift action and careful messaging to mitigate the backlash. Gucci’s immediate response and commitment to diversity initiatives, and Pepsi’s acknowledgment of their misstep, serve as valuable lessons in timely and thoughtful crisis management.

Localized Insight for Indian Companies

For Indian companies, the role of regional language media and digital platforms in crisis origination and management cannot be understated. A nuanced approach that considers the linguistic diversity and cultural sensitivities of the Indian audience is paramount. Tailoring crisis management strategies to fit this diverse landscape is not just beneficial but necessary for the preservation of brand integrity and customer trust.

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Case Study from an Indian Perspective: The Snapdeal Mistaken Identity Crisis

The Snapdeal Mistaken Identity Crisis


In the digital age, where brand reputations are intricately tied to online perceptions, a crisis can emerge from the most unexpected quarters. One such incident, which offers invaluable lessons in crisis management for Indian companies, involved Snapdeal—a leading Indian e-commerce platform. This case study explores the challenge faced by Snapdeal, their response to the crisis, and the outcomes of their actions.

The Challenge

The crisis for Snapdeal began in 2016 when remarks made by Aamir Khan, a Bollywood actor, regarding his perception of growing intolerance in India, sparked a nationwide controversy. Aamir Khan, at that time, was a brand ambassador for Snapdeal. The controversy led to a significant backlash against Khan, with many calling for a boycott of all brands associated with him. Despite Snapdeal having no connection to Khan’s comments, it was mistakenly targeted by the public. The company faced a severe backlash, with users downrating the app and calling for boycotts on social media platforms.

The Response

Snapdeal’s response to the crisis was multifaceted and showcased a keen understanding of the situation’s sensitivity and the need for a measured approach. Here’s how they managed the crisis:

  1. Distancing from the Controversy: Snapdeal issued a statement clarifying that the views expressed by Aamir Khan were his personal opinions and not endorsed by the company. This move was crucial in distancing Snapdeal from the controversy.
  2. Engagement and Communication: The company engaged directly with its customers through social media, emphasizing its commitment to India and its values. They chose not to engage in a negative discourse but focused on positive messaging about the brand’s ethos and its dedication to the Indian market.
  3. Monitoring Public Sentiment: Snapdeal closely monitored public sentiment on social media and through customer feedback channels. This real-time monitoring allowed them to address concerns promptly and adjust their communication strategy as needed.
  4. Rebuilding Trust: The company launched several initiatives aimed at rebuilding trust with their customer base, including campaigns highlighting their contributions to the Indian economy and their role in supporting Indian sellers.

The Outcomes

  1. Short-Term Impact: Initially, Snapdeal faced a significant downturn in app ratings and a temporary dip in sales. The backlash was swift, but so was the response from Snapdeal, which helped to mitigate the immediate effects.
  2. Long-Term Recovery: Over time, Snapdeal’s efforts to communicate effectively with its customers and distance itself from the controversy paid off. The company managed to stabilize its operations and gradually recover from the sales dip. Their proactive crisis management strategies helped preserve their brand image in the long run.
  3. Lessons Learned: The Snapdeal incident highlighted the importance of having a crisis management plan that includes real-time monitoring, direct communication with stakeholders, and a clear distinction between the brand and individual opinions. It also underscored the need for Indian companies to be prepared for crises that may arise from misunderstandings or associations with brand ambassadors.

The Snapdeal mistaken identity crisis serves as a potent example for Indian companies on the importance of swift, strategic, and sensitive handling of PR crises. It illustrates that in the digital age, where narratives can quickly spiral out of control, the ability to swiftly distance a brand from controversy, engage positively with stakeholders, and rebuild trust is crucial. This case study underscores the need for a nuanced understanding of the Indian market’s complexities and the pivotal role of effective communication in crisis management.

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Crisis management in the realm of public relations is an ongoing challenge, particularly for Indian companies operating within such a diverse and rapidly changing environment. The best practices outlined above, from understanding the crisis’s origins to reflecting on the company’s response, form the cornerstone of effective crisis management. As Indian companies continue to navigate the complexities of the digital age, the importance of a well-crafted, culturally sensitive crisis management plan has never been more crucial.