Going Viral: How Brands Tackle Crises in the Digital Era!

Both natural and human-made crises need special and innovative approaches to handle them efficiently and effectively. In this new age digital era, a single miscalculated step jeopardizes brand image and reputation. It is not an exaggeration to say that in the eyes of the digital storm, brands need to adopt a very cautious approach to crises.  In this digital era crises escalate rapidly as social media loves to amplify even the smallest issues. To survive and thrive, brands need a well-planned strategy to tackle such situations effectively.

The digital era has redefined crisis management. News spreads in seconds, and public perception can shift overnight. What might have been a minor issue 20 years ago can now go viral, threatening a brand’s reputation and bottom line. Interestingly, new age tools are playing the catalyzing role and the emergence of influential social platforms such as X (Twitter), Instagram, and TikTok call upon brands to be very quick and strategic in their responses to control potential damage.

Prius Brand and Business Partner, a part of flagship Prius Communications, has dealt with over 1000 crises in its 10-year journey and understands all the nuances of managing them in a very dynamic social and business milieu. With robust understanding, our team has worked with brands across industries, guiding them through turbulent times by leveraging real-time monitoring, strategic messaging, and proactive engagement.  Unlike other Public Relations firms, Prius Communications believes in going into to root cause of the crises and then coming out with solutions to resolve them strategically.

In this modern digital world, crises generally follow a very predictable pattern which includes trigger, escalation, public backlash, and finally resolution. First of all, a misstep, negative review, or controversial statement sets off the crisis. Secondly, influential platforms with wider reach- social media amplifies the issue, drawing widespread attention. Thirdly, stakeholders, including customers/consumers and influencers, express their opinions, often demanding accountability. Finally, the brand responds, aiming to restore trust and credibility.

 With our understanding of both industry dynamics and digital nuances, we take first step by suggesting the clients to come out with an effective holding statement- effective response. Meanwhile, real-time monitoring continues. For PR and digital companies, it is mandatory to keep a close eye on digital conversations.

 It is pertinent to note that tools like social listening platforms enable brands to identify brewing issues before they spiral out of control. At Prius Brand and Business Partner, a dedicated and highly experienced team use advanced analytics to monitor brand mentions and sentiment, ensuring we’re always one step ahead.

Silence is not the way to handle such situation and ostrich-like aptitude is always avoidable. 

Acknowledging the issue and acting with accountability always pay positive dividend in such situation. Transparency is the key in all communication. A well-crafted statement addressing the problem and outlining the steps being taken to resolve it can help diffuse tension.

For example, a healthcare client faced a backlash from potential investors in an overseas acquisition plan. A leading newspaper, quoting a source, revealed the entire plan. Being a listed company and signing a confidential agreement, it became a big crisis situation for our client. As an experienced PR firm, we suggested the client to issue an immediate denial in Media about any such efforts on their part. We helped mitigate the fallout and rebuild trust with investors.

We always emphasize on empathy which is a very powerful tool in crisis management. Responding to concerns with genuine care and understanding can humanize a brand, turning critics into advocates. Additionally, we are not at all averse to utilise the power of influencers and brand loyalists. Influencers and loyal customers can be invaluable allies during a crisis. Their voices can help counter negative narratives and restore confidence. Additionally, we strongly recommend our clients to revisiting communication strategies and refining internal processes.

 Another case in point is an Udaipur unit of a leading healthcare player, which is planning to launch its IPO soon. The unit faced a unique crisis when top newspapers blacklisted it—not even accepting advertisements. Even owners of media houses refused to intervene. Prius Communications resolved the issue by identifying the root cause and engaging in meaningful discussions with concerned resident editors. These efforts restored the media’s trust, allowing the unit to regain its foothold in the market.

At Prius Communications Pvt Ltd, we combine expertise, agility, and innovation to help brands navigate crises in the digital era. Our holistic approach ensures that every campaign is designed to build trust and resilience, minimizing the risk of reputational damage.

 Even in challenging times, Prius ensures that your brand remains a symbol of trust and reliability. We don’t just manage crises; we turn them into opportunities for growth and strengthening relationships with your audience.