MAM
Mastering Crisis Communication: Strategies for PR Agencies in Times of Turmoil
Mumbai: In times of turmoil, effective crisis communication is crucial for public relations (PR) agencies. A well-executed crisis management strategy can help organisations navigate through challenging situations, protect their reputation, and maintain public trust. This article explores essential strategies for PR agencies to master crisis communication during periods of turmoil.
1. Develop a Comprehensive Crisis Communication Plan
A solid crisis communication plan serves as a roadmap during tumultuous times. Start by conducting a thorough risk assessment to identify potential crises that may impact the organisation. Outline key stakeholders, define communication channels, and establish a clear chain of command for decision-making and messaging approval. The plan should include pre-drafted crisis messages, media response templates, and guidelines for spokespersons. Regularly review and update the plan to address emerging risks and changing circumstances.
2. Act Swiftly and Transparently
When a crisis emerges, time is of the essence. PR agencies should respond swiftly to mitigate the impact and demonstrate their commitment to transparency. Establish a designated crisis response team responsible for monitoring the situation, gathering accurate information, and crafting timely and consistent messages. Promptly address public concerns, share pertinent updates, and be honest about the situation. Open and transparent communication builds credibility and trust with stakeholders, minimising the potential damage to the organisation’s reputation.
3. Tailor Messages to Different Stakeholders
Effective crisis communication requires acknowledging the diverse needs and concerns of various stakeholders. Craft messages that are tailored to each group, addressing their specific interests, questions, and potential impacts. Consider employees, customers, investors, regulatory bodies, and the general public as key stakeholders. Communicate through multiple channels, including traditional media, social media platforms, websites, and direct email communication. Customized messaging shows empathy and ensures that critical information reaches the appropriate audiences, fostering a sense of reassurance and understanding.
4. Monitor and Respond to Social Media
In the age of social media, PR agencies must actively monitor and engage with online conversations during a crisis. Establish a robust social media monitoring system to track mentions, sentiments, and emerging issues. Respond promptly to inquiries, provide accurate information, and address concerns in a calm and empathetic manner. Avoid deleting or ignoring negative comments, as this can escalate the situation. Instead, engage in constructive dialogue and use social media as an opportunity to showcase the organisation’s commitment to resolving the crisis and maintaining transparency.
5. Learn and Adapt from Past Crises
Each crisis presents an opportunity for growth and learning. PR agencies should conduct post-crisis evaluations to assess the effectiveness of their communication strategies. Identify areas for improvement and integrate these lessons into future crisis communication plans. Encourage open discussions within the team to share insights and experiences. Additionally, staying updated on crisis communication best practices, industry trends, and case studies will enhance the agency’s preparedness for future challenges.
Mastering crisis communication is essential for PR agencies during periods of turmoil. By developing a comprehensive crisis communication plan, acting swiftly and transparently, tailoring messages to different stakeholders, monitoring and responding to social media, and learning from past crises, PR agencies can navigate through challenging situations while safeguarding their clients’ reputation and maintaining public trust.
The author of this article is Glad U Came founder Maddie Amrutkar.
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Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
