Veteran communicator Pavan Kaushik stresses crisis management must be timely, transparent, and proactive rather than reactive.
He highlights digital platforms and social media shape narratives before verification, demanding immediate, accurate communication to shareholders, employees, media, and government.
Kaushik notes many firms lack dedicated crisis teams and internal communication frameworks, risking credibility loss when responses are delayed or hidden.
He advises treating corporate communication as central, establishing structured information flow across four fronts to maintain trust in the viral age.