https://theprpost.com/post/7598/

Caught in the PR storm: Mastering crisis communication in a tech whirlwind

From CrowdStrike’s update snafu to Disney’s Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. “Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,” he says.Reflecting on the incidents involving CrowdStrike’s software update glitch and Disney’s data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.“Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike’s swift identification and rectification of the glitch, and Disney’s immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,” Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.“Learning from incidents like CrowdStrike’s software glitch and Disney’s data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,” Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike’s Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike’s update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients’ operations severely.The Impact:Reputation Loss: CrowdStrike’s reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney’s Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney’s ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon’s outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.“While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft’s reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,” Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today’s digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.“Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,” she says.In today’s digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike’s incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney’s swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax’s data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. “Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,” Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.“Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,” she concludes.
https://theprpost.com/post/6264/

Pallavi Tinekar underscores PR's crucial role in startups

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In an exclusive interview with Adgully, Pallavi Tinekar, Vice President - Technology & Startups, Concept PR India, shares her journey from communications to technology and startups, addressing challenges in mentoring, accelerating funding conversations. She also highlights a successful communications campaign for a tech product and discusses staying updated with digital marketing trends, PR’s role in the startup ecosystem, navigating diverse audiences, fostering innovation.Could you share with us your journey from communications to technology and startups, and how your expertise in combining these fields has influenced your role as VP of Technology & Startups at Concept PR India Ltd?I started working with a couple of startups back in 2002, which were intended to increase potential businesses for the STD/PCO booth owners. At the time, their business was struggling as mobile phones entered the Indian market. This was my first brush with technology and its power to help a fellow citizen. The product was a smart card and it covered the whole spectrum – from paying bus fares to buying groceries. The PCO owners were supposed to collect electricity and relevant bill monies from households as part of increasing business, like an extension to e-seva, to be implemented nationwide. Such projects needed visibility and a degree in communications did just that. Once you realize the influence you have had on a project, you never want to look back. That is what happened to me. From startups to agencies to working in corporate communications roles, I have realized that simplicity can be a valuable asset and can offer numerous advantages over complexity.Moving on, I had the privilege to work with the finest professionals in the communications business which shaped me in the past two decades. Dealing with the Satyam crisis taught me a lot of resilience and team spirit. Goals cannot be achieved in silos; every team member is crucial for collective success. It is pertinent to understand the power of resources at hand to deal with any situation. As I collaborated with the communications team at Microsoft, I learned more about communication strategies and their direct impact on the quality of stories or results garnered. It was an unlearning and (a lot of re-learning) as I led the business communications for Microsoft, after doing PR for Red Hat, an open-source software provider, after moving agencies.Then I moved into a corporate communications role with CA Technologies and it had been a refreshing experience working with the team. I worked with various domestic and international leaders, giving me global exposure to cultures, diversity & inclusion, marketing strategies, internal communications, managing events, and analyst relations, among other things. Previous experiences helped shape communications at CA Technologies India and various APAC-level vertical businesses as well as the R&D centre in India.My second corporate communications stint was with Amazon Web Services with a crucial role in launching their India Region in 2016. As their first comms hire, there was a lot of pressure, building the strategy and working with communications teams worldwide, to launch the India region within two months of onboarding. But that was the thrill too! This was the mother-ship as I call it – working with enterprises, startups, channel partners, global and regional leadership – all in one to land a successful campaign that lasted for a few months.My journey entails working with technology companies – software, services, products, and each day I learn more. I have had the privilege to work with global CEOs and CXOs, including Satya Nadella (Microsoft), Jim Whitehurst (Red Hat/IBM), Mike Gregoire (CA), Andy Jassy (Amazon) and Werner Vogels (Amazon).Years later, the combination of all of the above experiences helps to build the foundation of a sustaining business with Concept PR. I have in-depth experience in external, internal, and CSR communications as well as reputation management for large IT MNCs, early-stage startups, and SMEs. As part of various local and global teams, I have collaborated and trained several executives for media and speaking engagements and have successfully initiated and run industry speaking programs. As part of my corporate communications experience, I have managed agencies, budgets, and communications mandates for various spokespeople (India, APAC, and global).What are some key challenges that you have faced while mentoring startups and helping them accelerate funding conversations and achieve growth?Mentoring startups and facilitating their growth can be both rewarding and challenging. I have been in some situations where mentoring was viewed as just another task rather than a personal development opportunity. It took several conversations for the teams to look at the opportunities such sessions got them.Mentoring is synonymous with patience. It takes a lot of convincing to get buy-in from a startup team, especially if they are not inclined to a certain thing. That can be image management, for example. Sometimes the founders are more focused on their image management than building the product. With my PR background, I may agree on that, but an MVP or pivoting on a product may get the founders more eyeballs from the right audience, that is, the funding teams. Image management can always follow on the back of a viable product that solves a current market problem.Sometimes, I also learn about mismatched expectations or over-dependence on mentor/s, thereby expecting them to solve the founders’ of startups' problems. Some founders want to follow a certain route under peer pressure, which may or may not work for their kind of product or company. In my experience, a bulk of the time is invested in making them see perspectives and balancing views and outcomes.Right advice along with time investment is crucial for early-stage startups, which also comes when they have put their best foot forward to receive funding and/or are part of an accelerator. Founders need a few degrees of extra attention and that can be due to language barriers, or less exposure to funding processes.Could you discuss a particularly successful communications campaign or event you led for a technology product or startup, and the impact it had on the target audience?I will talk about a product which created such an impact that its audience started talking about it. At the time, there was no visibility in the press. The implementation of Free and Open-Source Software (FOSS) led to a study conducted by IIM Bangalore, highlighting the role of FOSS and its impact in developing countries. Often a substitute for more expensive proprietary software, FOSS can impact the economy and progress of a country, like India, in a very positive way.We worked on a campaign to highlight the impact and talk about the positives from the survey report ‘Economic Impact of FOSS in India’ which was based on 20 case studies from various Indian government departments and educational institutions with FOSS being used as an operating system, server, or application. It was a strategic communications campaign and with the support of the media, propelled conversations with various companies. It was exciting to see that our primary target audience from a PR point of view, the media, was very intrigued. We experienced a wave of questions, in ways of interviews and meetings to learn more about FOSS. Without mentioning numbers, the quality of conversations was overwhelming and encouraging.With your experience in new media and content creation, how do you stay updated with the latest trends and best practices in digital marketing for technology brands?I have identified some reputable sources of information in the digital marketing and technology sector and follow them for trending topics and best practices. This includes industry-leading blogs, websites, and online publications that cover topics related to digital marketing, technology trends, and insights. Some popular sources include HubSpot, Moz, Search Engine Journal, Neil Patel’s blog, and Social Media Examiner.Attending industry conferences, events, and webinars focused on digital marketing and technology helps to navigate your business conversations and general understanding of consumer behaviour. Networking with professionals in the field can also provide valuable knowledge and connections.I encourage joining online communities and forums, where digital marketers and technology professionals gather to discuss trends and share insights. Platforms such as Reddit, Quora, LinkedIn Groups, and specialized forums like GrowthHackers and Warrior Forum can offer opportunities to participate in discussions, ask questions, and learn from industry peers. Identify influential individuals and thought leaders in the digital marketing and technology space. Follow them on social media platforms such as Twitter, LinkedIn, and YouTube, where they often share valuable insights, industry news, and updates. Engage with their content and participate in discussions to stay current with emerging trends.Most of my reading involves market research reports to gather insights and be abreast of trends, consumer behavior, and technology adoption.The landscape is constantly evolving, so it is important to allocate time and develop a habit of consuming relevant content regularly, engaging with industry professionals, and continuously seeking opportunities to learn and grow within the digital marketing field.What role do you believe public relations plays in the growth and success of technology startups, especially in terms of building brand reputation and attracting investment?The role of Public Relations is integral to startups as they aim to build brand awareness. Startups often struggle to stand out in a cluttered market. PR can cut through this by putting their message out through various formats. In this, the founders go through some internal churn (if not already) to think through positioning and perception about themselves and their offerings.PR also helps to build trust. Trust is vital, especially for startups. People are cautious about investing in new, unproven businesses. PR consistently generates positive media coverage, fostering reliability and credibility, which is essential for attracting customers and investors.Many startups need external investment for growth. Good PR highlights a startup’s potential, showcases its value, and puts it on investors’ radars. A positive public image increases attractiveness to potential backers. PR enables startups to establish their founders and key executives as thought leaders and experts in their respective fields. By leveraging PR channels, such as speaking engagements, industry conferences, and bylined articles, startups can share their insights, knowledge, and vision with a wider audience. This can enhance the startup's credibility, create trust, and attract attention from investors seeking innovative and knowledgeable entrepreneurs.Parallelly, startups need to be cognizant of crises-led situations that can arise – whether from a product, a social media blunder, negative reviews, etc. Effective PR helps manage these situations, minimizing damage and maintaining reputation. Founders and teams need to understand and rely on the role of PR in their business.How do you navigate the challenges of managing communications for both domestic and international audiences, considering the diverse cultural and market dynamics?Just like any business, or startup, understanding the market is crucial to make an impact. Managing communications for both domestic and international audiences while considering diverse cultural and market dynamics can be challenging. There is a growing need to understand the cultural nuances, preferences, and even communication styles of audiences. I recollect one time in an internal team meeting, in an international market, a colleague’s idea, though with an honest intent, was shot down within seconds, because it lacked cultural sensitivity. While dealing with varied audiences, we need to be aware of etiquettes, taboos, cultural sensitivities to say the least to avoid potential misunderstandings or offense. Adapting your messaging and communication approach to align with cultural norms can help build trust and resonate with diverse audiences.Localizing content also works, to make it relevant and appealing. This includes translating your materials into different languages, adapting visuals, and tailoring messaging to reflect local customs, preferences, and market dynamics. Working with local experts or agencies who have a deep understanding of the target market to ensure accuracy and cultural appropriateness is beneficial to making correct impressions.For many markets, English may not be the first language. Utilizing multilingual communication channels, and providing content and support in the local language can enhance the user experience. For many campaigns, I have relied on local partners or media outlets to provide valuable insights. Always seeking feedback and adapting to varied styles should be inculcated in teams, as they progress together.Last but not the least, we need to listen more than talk or express, while working with diverse audiences because active listening and adaptability are key. By investing in research, localization, and understanding cultural contexts, we have navigated the challenges of managing communications for both domestic and international audiences, fostering meaningful connections and driving engagement across diverse markets.As VP of Technology & Startups, what strategies do you employ to foster innovation and entrepreneurship within Concept PR India Ltd and among your clients?PR has come a long way, and in its evolution, PR professionals have increasingly realized that it is not just media coverage, but an overall brand strategy emphasizing brand equity. It is with campaigns that resonate with the audience contributing to long-term success. That also indicates that we need to think about the whole spectrum and bring in synergies with functions like advertising, social media, and content creation for a more holistic approach.Whether external or internal, we constantly train to dig deep to find opportunities where others may see challenges. There are conversations to innovate by identifying unique angles, untapped markets, or unconventional channels. Sometimes, the most impactful PR campaigns emerge from unexpected places. While media coverage remains essential, our clients and internal teams leverage social media, influence partnerships, and get involved with direct communications with stakeholders. We also realize that not all conversations will result in tangible outcomes, so increasing focus is also on whether we moved the needle, even if it was an intangible outcome.We have embraced data-driven insights, monitored online sentiment, and adapted strategies accordingly. Each of the team members is tasked with a question or an assignment to think differently, and innovatively to achieve positive attention. There is on-ground training and assessment when they are tasked with new business conversations to test their entrepreneurial skills. They have shadowed me at most meetings to learn the ropes. New training, new skill acquisition, and constant learning are part of my team’s professional lives.Could you share a memorable experience or achievement from your career that you are particularly proud of, and how it has shaped your approach to communications and technology?As I mentioned earlier, I got the opportunity to work with Amazon Web Services, I was their first PR hire in India. My first assignment was to launch the AWS India Region within a steep time frame. Everything about the period leading to the launch - including working on the PR strategy, internal team for customer speak, analysts, partners, and startups – is memorable to me! My experience is a combination of what makes a successful campaign – right from team collaboration to joint goals, always putting the customer ahead, making the right choices, resulting in smiling faces, a sense of pride, and exhaustion with contentment. Rightfully, those learnings have helped me to understand customer asks today.As we completed the 3-city conference with Andy Jassy, we realized that India had topped the charts globally with the kind of media attention generated in that week and that was truly an achievement. A global award followed later in the coming months, but even today, thinking about that time makes me smile and I wish, every PR professional gets such experience at least once in their lifetime.The bulk of my learnings in the past two decades are my north star, personally!Limited Resources: Startups often operate with limited financial resources, which can make it challenging to attract investors, develop their products or services, and scale their operations. Mentors can help startups identify creative solutions, optimize resource allocation, and explore alternative funding options.Market Validation: Startups need to demonstrate the viability and potential of their business ideas to investors. Market validation involves conducting market research, gathering customer feedback, and proving that there is a demand for their product or service. Mentors can guide startups in refining their value proposition, identifying target markets, and validating their business models.Networking and Relationship Building: Building relationships with potential investors, industry experts, and strategic partners is crucial for startups. However, establishing these connections can be a challenge, especially for early-stage startups without an extensive network. Mentors can provide guidance on networking strategies, making introductions, and leveraging existing connections.Pitching and Communication: Startups need to effectively communicate their vision, value proposition, and growth potential to investors. Crafting a compelling pitch that captures the attention and interest of potential investors requires strong storytelling and presentation skills. Mentors can assist startups in refining their pitch, providing feedback, and improving their communication abilities.Competitive Landscape: Startups often operate in highly competitive markets, which can present challenges in differentiating themselves and securing funding. Mentors can help startups analyze their competition, identify unique selling points, and develop strategies to stand out in the market.Managing Growth: Rapid growth can bring its own set of challenges for startups. Scaling operations, managing cash flow, hiring and retaining talent, and maintaining a strong company culture become critical as startups accelerate their growth. Mentors can provide guidance on growth strategies, operational efficiencies, and talent acquisition.Regulatory and Legal Compliance: Startups need to navigate various regulatory and legal requirements, which can be complex and time-consuming. Lack of compliance can hinder funding opportunities or even lead to legal issues. Mentors can help startups understand and navigate the regulatory landscape, connect them with legal experts, and ensure compliance.These challenges require a combination of strategic thinking, perseverance, adaptability, and mentorship. While mentors can provide valuable guidance and support, it’s important for startups to proactively seek knowledge, network, and continuously learn from their experiences to overcome these challenges and achieve sustainable growth.