MAM
Effective communication imperative during crisis
Till as early as February, businesses across India were aggressively planning long-term strategies for expansion, growth and diversification. Others were looking at ways to find newer consumer bases abroad and making active hiring decisions. However, in a matter of weeks, the situation has changed dramatically with uncertainty and anxiety clouding the economy in the wake of the global COVID-19 crisis. The sudden shift and the need for an absolute lockdown and shutting of most manufacturing operations have resulted in a crisis that needs to be tackled using innovative strategies and effective communication. Yes, effective communication is a critical component for organisations manoeuvring through this crisis as a gap in communication often leads to an information lag and anxiety among stakeholders.
It is imperative therefore that organisations and businesses adopt an effective communication strategy at this hour of crisis to provide timely updates, keep the stakeholders informed and build yourself as a thought leader with a humane touch. Communications and PR agencies are playing active roles as active communication strategy providers for organisations in this situation.
Reassuring stakeholders
This is a key element of any communication that goes out from an organisation at a time of crisis – whether an internal crisis or an external one impacting the business. Stakeholders include consumers of your products and services, investors and shareholders as well as employees. As all these stakeholders face an uncertain future, timely information, updates and a transparent approach from the organisation’s end can go a long way in reassuring them. This is the right time to communicate regularly about how you are planning to stay afloat during this crisis, what your contingency plans are and how you plan to keep the strategies you are adopting to keep the business running during this extraordinary situation. A number of organisations have already come forward to announce their contingency plans; others have assured their employees that they will receive advance salaries to keep their households running at this difficult time in history.
Address misinformation
Misinformation and fake news is a major nuisance of our times. Be it health-related information or a government directive, it takes just a fake WhatsApp forward to spread a piece of false information disseminate like wildfire. To cite an instance, the COVID-19 crisis has impacted sales of newspaper publications due to fear about their potential in spreading the virus. Such was the impact that even the minister of information & broadcasting Prakash Javdekar had to tweet and clarify that touching newspapers will not spread the infection and that newspapers were critical to getting the right information at this period of time.
For organisations dealing with this crisis, it is therefore important to use their communication channels to effectively dispel any misleading information. The teams in charge of our communication strategy must keep themselves abreast of such developments and religiously follow authentic sources of information such as WHO, ministry of health and other public health organisations. For hospitals and organisations in the healthcare domain, dispelling false narratives is all the more important. Addressing misinformation with alacrity is critical to any communication strategy at this hour.
Build thought leadership
A series of communications by Lifebuoy educating people about the importance of washing hands in this crisis has earned much praise in India. The communications published on bought space refrain from promoting Lifebuoy but clearly ask people to wash hands with whichever soap they have to prevent the infection.
A global crisis is a difficult time for businesses but it is also an opportunity to establish you as a thought leader. Effective and innovative communication strategies play a vital role in this. Communication and PR agencies must aggressively scout for opportunities through which an organisation or individual can build an image of a thought leader by addressing public concerns over the issue, offering innovative solutions to tackle the problem and advocating policy approaches for the government.
Communicating with a humane approach
At a time when countries across the world are living through disastrous tragedies, using communication strategies with a humane approach is another critical need. Communication strategists must keep this vital ingredient of strategy in mind. Communication should be mindful of the human tragedy and try to reach out to the people who are at the end of the suffering. If you were planning community-based CSR ideas, this is the right time to put them into action and communicate your plans through the media.
(The author is co-founder and director, Teamwork Communication Group. The views expressed are hers and Indiantelevision.com may not subscribe to them.)
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
