Crisis Control: Communication with a Click – HP India's Sneha Saraf Explains How

In today’s hyper-connected world, crises don’t just unfold—they explode. The landscape of crisis communications has undergone a seismic shift over the years. What was once primarily focused on crafting responses for media outlets has now expanded into an intricate dance with social media, where virality and real-time reactions dominate the narrative.

I recall one particularly high-pressure moment during my time servicing a renowned messaging platform, which was perpetually under the global microscope. An incident involving misinformation erupted, requiring immediate attention. The stakes were monumental: millions of users, an avalanche of media scrutiny, and the ever-ticking clock of public sentiment.

I remember the team huddled in a war room—emails flying, phones buzzing, and everyone trying to stay composed amidst the chaos. It was here that I truly grasped the intensity of crisis management. But this was five years back where we followed the old playbook of drafting a press response and briefing journalists. It almost feels quaint compared to the rapid-first strategy we need to deploy now. Let me explain how crisis communications has evolved now.

The Evolution of Crisis Communications

Crises today are faster, broader, and more intense than ever before. From my experience with a range of brands, it’s clear that the dynamics of crisis management have shifted drastically from traditional media relations to navigating the unpredictable currents of the digital age.

In earlier times, managing a crisis was a structured affair. You would craft a press response, brief a few key journalists, and control the narrative through established media channels. Today, the rules have changed dramatically. Social media platforms like X and Instagram have transformed crisis communications into a real-time spectacle. A single post can ignite a global conversation within minutes. As PR professionals, our roles now encompass monitoring, engaging, and responding in a constantly shifting landscape—where every second counts.

The Nature of Crises in the Digital Age

Unpredictability and Virality: What seems like a minor issue can snowball into a full-blown crisis within hours. One tweet, video, or post can ignite a global conversation. I recall a specific instance during my recent experience. A single tweet misinterpreting the brand gained traction, resulting in widespread confusion and concern. Leveraging platforms like Brandwatch, we were able to monitor the real-time spread of the narrative and identify key influencers amplifying the misinformation. This allowed us to swiftly craft targeted responses, correct inaccuracies, and engage with users directly to address their concerns. Also, tools like MonkeyLearn have been invaluable in such situations, providing customizable sentiment analysis and real-time data processing. With its ability to generate detailed emotional insights and highlight frequently used keywords, we could better understand public sentiment and fine-tune our messaging accordingly.

The Role of Social Media: Platforms act as accelerators and magnifiers, spreading information—and misinformation—at lightning speed. I recall working on a campaign where an unexpected leak began building online about a product's closure. Using tools like Meltwater and Sprinklr, we were able to quickly identify the root cause of the negative sentiment and pinpoint key influencers driving the narrative. By addressing their concerns directly and amplifying positive messages through stakeholders, we managed to shift the sentiment from negative to neutral, eventually turning it into a constructive dialogue. A personal favourite tool here is Hootsuite, which makes getting detailed analysis and results on social media easy and reliable, helping brands stay ahead of potential issues.

Evolving Expectations: Audiences now demand real-time responses and a level of transparency that leaves no room for error or delay. For instance, during a high-pressure scenario requiring consistent and quick messaging across channels, ContentStudio came in handy. It streamlined the rapid dissemination of approved statements and updates, ensuring consistent messaging across channels. This not only maintained audience trust but also reinforced brand credibility. Another helpful tool is Crisp, which plays a crucial role in real-time crisis monitoring, tracking brand mentions across digital platforms, and automating immediate alerts when critical issues arise. These tools ensure timely, informed responses that help brands manage crises proactively.

Lessons from the past

Crisis situations often provide the most profound learning experiences. Over the years, I have encountered numerous high-pressure scenarios that taught me invaluable lessons about managing crises—both in the traditional and digital era. Here are some key takeaways that illustrate how preparation, empathy, and precision can turn even the most challenging situations into opportunities for growth:

Speed is Critical, but Precision Matters: During a crisis, speed is crucial to contain the fallout. However, based on my experience, acting without verifying facts can worsen the situation. Balancing urgency with accuracy was a lesson learned the hard way, but it paid off in preserving user trust.

Empathy Over Defensiveness: People want to feel heard, especially during crises. Addressing concerns with empathy, rather than a defensive stance, helps in diffusing tension. Prioritizing specific concerns from a consumer’s point of view helps foster a sense of accountability.

Proactivity and Preparation: Proactive measures like developing crisis playbooks and conducting regular media training ensured the team was always prepared. Anticipating potential issues and rehearsing responses allowed for quicker, more confident action.

Looking Ahead: Crisis Management in 2025

As technology evolves, tools like AI and data analytics are becoming essential in crisis management. Predictive algorithms may help identify potential issues before they escalate, enabling teams to act pre-emptively. Yet, even with these advancements, the core of effective crisis management remains unchanged: human judgment and ethical decision-making. The tools may help us move faster, but the heart of the response will always lie in genuine connection and trust.

The evolution of crisis communications—from a media-centric approach to a digitally driven strategy—has redefined the role of PR professionals. My journey has shown me that while platforms and tools will continue to change, the essence of our work remains constant: turning challenges into opportunities, building trust, and emerging stronger.

The question isn’t whether a crisis will occur—it’s how prepared we are to navigate it. In this ever-changing digital age, readiness isn’t optional; it’s essential. So, I leave you with this: Is your brand ready to face the next digital-age crisis head-on?

Sneha Saraf is a PR & Communications Specialist - HP India and PRmoment 3030 Winner 2024