In Conversation: Navigating Crisis Communication Plans

Every brand experiences issues with its reputation, and public relations agencies, with their critical crisis management skills, handle these situations smoothly and positively. A single miscommunication by a brand can backfire on its reputation—whether it’s poorly handled social media backlash, a defective product review, or a public relations blunder, it can damage customer trust. 

A well-thought-out crisis communication plan is essential—not only for damage control but also for ensuring transparency and safeguarding long-term credibility. But what truly makes a crisis communication plan effective? To understand better, we spoke with Harsimran Singh Kochar, a Public Relations specialist at APCO Worldwide. 
 
With over a decade of experience in reputation management and corporate communication, Kochar has helped brands navigate high-stakes situations while maintaining public trust. From crisis mitigation to media strategy, he has played a key role in helping companies craft effective responses in moments of turmoil. In this conversation, he shares key insights from industry leaders, real-world crisis response strategies, and lessons that every brand should keep in mind. Let’s dive in: 

What’s the biggest mistake brands make in a crisis? 

When it comes to crisis response, many brands fall into common traps. Crisis situations demand swift action, but missteps are frequent. In the rush to control the narrative, many companies either over-communicate, causing information fatigue, or delay their response, allowing misinformation to spread. Both approaches can damage consumer trust and make recovery even more challenging. 

The key is to strike a balance—responding quickly while ensuring that every message is intentional, clear, and aligned with the brand’s core values. 

“Brands tend to push their message repeatedly, but if done excessively, it can irritate rather than reassure the audience,” Kochar said. Instead of bombarding consumers, brands should focus on creative messaging and moment marketing—engaging in ways that feel authentic and constructive. Thoughtful storytelling, strategic partnerships, and real-time engagement can help maintain trust while ensuring transparency. 

How can brands be transparent while protecting their reputation? 

A crisis requires brands to be transparent, but how much information is too much? Kochar advises a strategic blend of openness and brand protection. “Acknowledging the issue, showing empathy, and outlining corrective actions is crucial,” he notes. However, brands must avoid unnecessary self-blame or sharing unverified details that could worsen the situation. 

He also highlights the importance of external support, including collaboration with local authorities and employee counseling, as part of an effective crisis response. Community outreach and positive storytelling help shift public perception from damage control to proactive engagement. 

What role does social media play in crisis communication? 

Social media has revolutionized crisis communication. With real-time updates and viral trends, a single post can either restore or destroy a brand’s reputation. 

“Social media isn’t just a channel for damage control—it’s a tool for moment marketing,” Kochar says. He emphasizes the importance of campaign-driven messaging, using platforms to provide informative content rather than defensive statements. 

Brands can leverage UGC (user-generated content) during a crisis, allowing real customers to share their experiences and advocate for the brand. Authenticity beats corporate jargon every time. 

Can you share a real-world crisis communication strategy that worked? 

We asked Kochar to share a real-world example of a successful crisis response. He highlighted Ola Electric’s strategy when addressing customer concerns about scooter safety. 

“Ola didn’t shy away from criticism. Instead, they openly acknowledged the issues, communicated their improvements, and maintained a customer-first approach,” he explains. 

This proactive, transparent, and solution-driven response helped the company rebuild trust while demonstrating a commitment to product safety. By taking accountability and engaging directly with consumers, Ola not only controlled the narrative but also strengthened its brand reputation in the long run. 

How can brands rebuild trust and credibility post-crisis? 

A crisis doesn’t end once the media cycle moves on—brands must take deliberate steps to restore consumer confidence. 

“A brand’s post-crisis journey relies on storytelling,” Kochar states. He believes in the power of positive narratives, where companies shift focus from past missteps to future commitments. 

One key strategy? Making customers part of the recovery process. Engaging them through surveys, feedback sessions, and loyalty initiatives helps brands turn a crisis into an opportunity for stronger relationships. 

What are the key elements of an effective crisis communication plan? 

So, how do brands prepare for a crisis before it happens? According to Kochar, an effective crisis communication plan should start with clear roles and responsibilities, ensuring every team member knows their part in managing the situation. It also includes pre-approved messaging, where template responses for different crisis scenarios help prevent miscommunication and ensure consistency. Additionally, social listening tools play a crucial role, allowing brands to monitor online sentiment and address potential issues before they escalate.

However, a crisis plan isn’t static—it must be regularly updated to reflect new risks, industry changes, and brand growth. “Ultimately, the plan must be adaptable,” Kochar emphasizes. “Crisis management isn’t one-size-fits-all; it depends on the situation.” 

The future of crisis communications 

The landscape of crisis communication is constantly evolving. As brands navigate unpredictable challenges, staying prepared, authentic, and proactive remains key. From leveraging social media smartly to crafting a compelling recovery story, the lessons from PR experts like Harsimran Singh Kochar highlight one truth: Crisis communication isn’t just about responding—it’s about shaping the future of brand trust.