The Ranveer Allahbadia controversy ?Çô and many such incidents in the recent past ?Çô has demonstrated the need for a strong public relations strategy for the influencer and content creator ecosystem. Crisis management is a strong forte of PR and navigating such challenges while maintaining brand integrity and public trust is where PR can play a crucial role. From crisis management to reputation building - PR strategies help influencers strike the right balance between creative freedom and responsible communication.In this article, Adgully explores how PR can be a game-changer in guiding influencers through the complexities of the digital age and proactively prevent potential backlash.Influencers: A Different Kind of Brand?Ç£The first thing to understand is that influencers are a brand?Çöbut a different kind of brand,?Ç¥ explains Aakanksha Gupta, Founder & CEO, The Other Circle. Unlike traditional brands, where emotional connections are built over time, influencers already have an existing emotional rapport with their audience. This makes their reputation management more sentiment-driven than logic-based.She emphasises that public perception is influenced by this emotional baggage. ?Ç£If an influencer steps outside their established persona, the reactions can be extreme. PR professionals must recognise that they are managing moral perceptions, not just legal battles,?Ç¥ she adds.Tarunjeet Rattan, Managing Partner, Nucleus Public Relations, reinforces this perspective, highlighting that many influencers assume they can handle their reputation alone. ?Ç£Most influencers need to be sensitised to the bigger implications of what they showcase and how to handle issues when they arise. Too much, too soon, and without any training makes it tough for them to manage when they shift gears to compete with the bigger names.?Ç¥Viren Anand, Lead - PR & Corp Comm, White Rivers Media, notes that the dynamics of influencer-brand collaborations have changed dramatically. ?Ç£Brands today don?ÇÖt just look at follower counts?Çöthey analyse engagement, audience trust, and the influencer?ÇÖs ability to align with brand values. PR plays a critical role in ensuring these collaborations are meaningful and authentic.?Ç¥Crisis Management: Controversies Are Emotional, Not Just LogicalInfluencer controversies often spark emotional reactions rather than rational discussions. Parul Parmar, Co-Founder, NewNarrative Media, highlights that PR professionals must act swiftly, crafting responses that acknowledge concerns while demonstrating accountability. ?Ç£In a cancel-culture era, PR turns setbacks into growth opportunities. Instead of immediate apologies, a strategic crisis response plan helps influencers maintain trust.?Ç¥Building on this, Jyothsna Das, AVP Corporate Communications, DS Group, stresses on the importance of preemptive reputation management. ?Ç£Media training, crisis preparedness, and regulatory guidance help influencers navigate scrutiny. They must be ready with a crisis playbook and an authentic engagement strategy.?Ç¥She cites CarryMinati?ÇÖs controversy as an example where effective PR helped him reposition his narrative, allowing him to continue his career without major reputational damage.Viren Anand notes that influencer crises differ from brand crises. ?Ç£A brand can pivot or rebrand, but an influencer?ÇÖs persona is deeply personal. PR must craft responses that feel human and authentic, rather than like corporate damage control.?Ç¥The Do?ÇÖs and Don?ÇÖts of Influencer Reputation ManagementAccording to Parul Parmar, influencers must balance authenticity with discretion. She shares a PR-driven checklist:Do?ÇÖs:Be Authentic: Audiences quickly spot insincerity, so staying true to one?ÇÖs voice is crucial.Engage Thoughtfully: Professional responses to feedback build trust and community.Choose Smart Collaborations: Partnering with brands that align with personal values enhances credibility.Don?ÇÖts:Avoid Rash Reactions: Impulsive responses to criticism often backfire.Steer Clear of Misleading Content: Clickbait and false information erode trust.Don?ÇÖt Over-Commercialise: Excessive brand partnerships can make influencers seem transactional rather than genuine.Tarunjeet Rattan advises, ?Ç£Create an image that is rooted in your truth so you don?ÇÖt have to lie and remember 200 things to maintain a fake persona. In this way, when you have a misstep, you can make it part of the dance. Don?ÇÖt be tone-deaf and ignore your PR team?ÇÖs advice.?Ç¥Balancing Creative Freedom and Social ResponsibilityInfluencers thrive on creative freedom, but in India?ÇÖs moralistic digital landscape, they must tread carefully. ?Ç£Not every controversy requires an apology,?Ç¥ says Aakanksha Gupta. ?Ç£Sometimes, standing firm is necessary. PR professionals must assess the situation carefully and determine if damage control is even required.?Ç¥ She also points out that increased content accessibility has heightened scrutiny. ?Ç£A child can access adult comedy despite parental controls. This shifts responsibility onto content creators, making PR guidance on content boundaries crucial.?Ç¥Viren Anand further elaborates, ?Ç£Influencers must be mindful of how their content is perceived across different audience segments. PR helps bridge the gap between creative freedom and responsible storytelling.?Ç¥Influencers vs. Traditional Celebrities: The Reputation ChallengeThe challenges influencers face are distinct from those of traditional celebrities. Aakanksha Gupta explains, ?Ç£Bollywood stars are admired but distant; influencers, however, are accessible, making their controversies feel personal to audiences. This is why influencers face harsher backlash than mainstream celebrities.?Ç¥PR?ÇÖs role, therefore, is to manage this heightened emotional engagement. Jyothsna Das cites Bhuvan Bam?ÇÖs approach as a case study: ?Ç£By shifting focus towards his social impact projects, he was able to counter criticism and reinforce a responsible influencer image.?Ç¥Viren Anand points out that influencer PR strategies should mirror the agility of digital culture. ?Ç£Unlike celebrities, influencers are constantly in conversation with their audience. PR must evolve rapidly to match the speed of online discourse.?Ç¥PR?ÇÖs Role in Compliance and Regulatory GuidanceWith regulatory advisories from the Ministry of Information & Broadcasting (MIB) and organisations like ASCI (Advertising Standards Council of India) tightening disclosure norms, PR is instrumental in ensuring compliance. Parul Parmar states, ?Ç£PR educates influencers on disclosure norms, vets partnerships for compliance, and refines content strategies to align with legal frameworks while preserving creativity.?Ç¥Adding to this, Jyothsna Das points out, ?Ç£Many influencers faced backlash when ASCI tightened paid promotion rules. PR teams helped them adapt, ensuring proper disclosures and regulatory compliance, which reduced negative reactions.?Ç¥Tarunjeet Rattan elaborates, ?Ç£PR can be the bridge between the influencer community and the brand world, and it has been unofficially doing this for quite some time now. However, if we were to take a more structured approach, PR is aptly placed to educate both worlds on expectations. Brands need to know how to put down an ?Çÿask,?ÇÖ and influencers need to understand how to manage those ?Çÿasks?ÇÖ without compromising their integrity and content.?Ç¥Viren Anand emphasises that regulatory compliance isn?ÇÖt just about following rules?Çöit?ÇÖs about maintaining audience trust. ?Ç£Transparent collaborations create long-term credibility. PR ensures influencers are not just compliant but also seen as ethical brand partners.?Ç¥The Future of PR in Influencer MarketingPR is evolving beyond traditional media relations to encompass strategic reputation management, crisis preparedness, and compliance. Parul Parmar predicts, ?Ç£PR professionals are leveraging data-driven insights?Çötracking sentiment, engagement, and risk factors?Çöto preempt controversies and build influencer resilience.?Ç¥With the influencer space maturing, PR?ÇÖs focus is shifting from short-term damage control to long-term brand building. As Aakanksha Gupta puts it, ?Ç£PR professionals must be as bold as the influencers they represent, tackling situations with strategic finesse and empathy.?Ç¥Viren Anand adds, ?Ç£The next phase of influencer marketing will see PR integrating AI-driven reputation management, predictive analytics, and proactive brand alignment to create sustainable influencer careers.?Ç¥

Authored by Aakanksha Gupta, Founder and CEO of The Other Circle In the bustling heart of Mumbai, a young girl dreamed of stories - not just telling them, but shaping  them. Little did she know that her journey would lead her to rewrite the narrative of an entire  industry.  Fresh out of Xavier Institute of Communications in 2009, Aakanksha dove headfirst into the world of  copywriting and PR. But it wasn't long before she felt the itch - the nagging sense that something was  missing in the polished corridors of established PR firms.  "I saw a gap," Aakanksha recalls, her eyes twinkling with the memory. "A space where creativity was  suffocating, where fresh ideas went to die. I knew there had to be another way."  That "other way" became The Other Circle (TOC), Aakanksha's brainchild born in 2013. More than  just a PR firm, TOC emerged as a rebellion against the status quo - a place where out-of-the-box  thinking wasn't just encouraged, it was the norm. As CEO, Aakanksha quickly proved herself a master of many trades. Strategy, crisis management,  lateral thinking - she wore these hats with the ease of a seasoned performer, seamlessly switching  roles as each new challenge demanded. But it was the COVID-19 pandemic that truly showcased Aakanksha's prowess. When the crisis hit in  2020, decimating TOC's core clientele in the hospitality sector, she didn't just pivot - she pirouetted.  "We could have played it safe," she says with a grin. "Instead, we decided to dance." And dance they  did. Aakanksha's lateral thinking kicked into high gear, leading TOC to expand into entertainment,  lifestyle, real estate, and more.  Her strategic foresight and crisis management skills turned potential disaster into opportunity. "In  times of crisis, people need clear, creative communication more than ever," Aakanksha explains. "We  became that beacon for many brands struggling to find their voice."  This agile response didn't go unnoticed. As industries grappled with unprecedented challenges,  TOC's innovative approach made them the go-to choice for numerous players across sectors.  Aakanksha's ability to think on her feet and craft unique strategies for each client solidified TOC's  reputation as a versatile powerhouse. Today, Aakanksha stands at the helm of not just TOC, but also Cavalry Media, her latest venture into  entertainment PR. Her journey is a testament to the power of adaptability and creative problem solving in leadership.  But what truly sets Aakanksha apart isn't just her business acumen. It's her philosophy that kindness  and success aren't mutually exclusive in the cutthroat world of PR.  "People remember how you make them feel," she muses. "In PR, in business, in life - it all comes down  to genuine connections."  When she's not reshaping narratives in the boardroom, you might find Aakanksha lost in a book,  dancing to her own rhythm, or meditating to find her center. It's this blend of sharp business sense,  versatile leadership, and soulful approach that makes her a unicorn in the industry.  Aakanksha Gupta isn't just changing the game - she's creating a whole new playbook. And if her  journey so far is any indication, the next chapter promises to be nothing short of extraordinary.