MAM
GUEST ARTICLE: Crisis communication: Planning for the worst; hoping for the best
Mumbai: Few situations test an organisation’s reputation as brutally as a crisis. Corporations and crises go hand-in-hand. Whether the effect is instant or sustained over a period of time, a crisis affects stakeholders both inside and outside the organisation. Customers grow anxious. Employees get nervous. Management gets interrogated. Shareholders get impatient. Competitors sense an opportunity. The media increases scrutiny. The pressure is high, and the stakes are higher. It is in critical times like these that organisations should be able to seamlessly switch from their current marketing communication to hard-core crisis communication.
On any given day, organisations pay utmost care, attention, and tact to build their brand image. But, when a catastrophe hits, crisis communication becomes the lifeblood of the brand, ensuring that the reputation and image of the organisation are maintained. From a communications standpoint, a crisis attracts public scrutiny, threatening the brand’s ability to conduct business. Preparation and sound judgement become critical for survival.
In today’s time, real-world catastrophes play out on all media and all platforms second-by-second, requiring prompt crisis communication. A crisis invites negative media mentions across the board: press, social media, TV, and radio. Hence, the response has to be multichannel. People want news and information in a crisis. During such times, if information is unavailable or inconsistent, people feel unsure about what they know or hear and are on the lookout for a credible and transparent message to guide them towards a positive future.
But they usually don’t navigate directly to the organisation’s website for news and information; rather, they actively search and scan through multiple sources. Brands should be cognizant of this and ensure that they are serving this need. All marketing budgets and all focus should be shifted to relevant crisis communications and content so that all dangers of fake information are thwarted and damages are limited. In such scenarios, an empathetic ear is what is required.
Showing empathy during a crisis is crucial. One of the more debated tenets of crisis communication is that someone involved in a crisis must be prepared to empathise and even publicly apologise for the events that have transpired. Taking responsibility means communicating what an organisation is doing to remedy a situation that the media and the public are holding the organisation accountable for. People want to hear from the brand, but more importantly, they want to be heard and shown that their feedback is taken into consideration. In addition to this, something tangible needs to be done to help people. Brands need to be able to walk the talk. Consumers tend to remember the brands that have helped them through rough times. This increases brand stickiness when the bad phase passes.
Additionally, brand communication should always have a transparent and authentic tone. Hollow promises do more harm than doing nothing. While brands have plenty at stake during a crisis, communication with sincerity and not promotion tugs at people’s hearts.
Crisis communication is designed in a way to keep people safe, help them adjust, and cope emotionally. In a crisis, people’s information needs to evolve. So should a good communicator’s messaging. Different forms of information can help listeners feel secure and connect to a deeper sense of purpose and stability. Brands should send out simple messages—a lot of messages—through all communication channels, including in-app messages, video messages, podcasts, broadcast, print, social media, or any other media, to sort out the chaos for all. Keeping crisis communication simple and easy-to-consume for everyone will ensure acceptance. As with all communication, messages in times of crisis should have a clear objective and be relevant and tailored to the target audience.
Also, in times of crisis and change, highlighting an organisation’s competency is important. Stakeholders need to be reminded that all unprecedented situations will be handled meticulously. Crisis communications should be share-worthy and something to remember in the times to come. In addition, word-of-mouth helps spread a brand’s message and reach a wider audience. Colleagues should be encouraged to share the message internally and externally wherever relevant.
Crisis communication is an art. With a sound strategy, it is capable of navigating the organisation smoothly through choppy waters. In times like these, the best way is to communicate, communicate, communicate.
The author of this article is PayNearby chief marketing officer Jayatri Dasgupta.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
â—Ź Easier comparison of policy features
â—Ź Direct access to premium details
â—Ź The ability to review inclusions and exclusions at your own pace
â—Ź Fewer chances of making a rushed decision
â—Ź More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
â—Ź The scope of cover
â—Ź Waiting period terms
â—Ź Exclusions
â—Ź Room eligibility conditions
â—Ź Sub-limits, if any
â—Ź Claim-related terms
â—Ź Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
â—Ź Who can be covered under the plan
â—Ź How the sum insured works for the family
â—Ź Whether day care procedures are included
â—Ź How pre-existing illness rules are explained
â—Ź Whether add-ons are optional or built in
â—Ź How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
â—Ź Treatment-specific limits
â—Ź Room rent restrictions
â—Ź Co-payment clauses
â—Ź Disease-wise waiting periods
â—Ź Claim deductions linked to the hospital category
â—Ź Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
