In today’s high-stakes world of mainstream news, a single misstep can send a brand, a business leader, or a Bollywood star tumbling from the top. One day you’re the darling of business news websites, the next you’re the cautionary tale on every Bollywood news portal. Cancel culture has become the ultimate test of resilience, and public relations professionals are on the frontlines, fighting to turn controversy into comeback.
When headlines become hazards
Mainstream news media have always thrived on drama, but the speed and reach of today’s coverage mean that a negative story can spiral in hours. Take the example of a leading tech firm recently featured across business and tech news sites for alleged discriminatory practices. The company’s initial response – slow and defensive – only made things worse. By the time they rolled out diversity initiatives and policy changes, the damage to their reputation was already headline news.
In Bollywood, the stakes are just as high. A-list Bollywood actors have seen endorsement deals evaporate overnight after controversial remarks in press interviews. Lifestyle news websites and entertainment portals dissect every word, and the fallout can be swift and brutal. Even a heartfelt apology and charity work may not be enough to restore lost trust.
PR’s crisis playbook
So how do PR pros turn the tide? It starts with speed. When controversy erupts, the first response sets the tone.
Bollywood PR teams must be ready with a crisis management plan that’s been stress-tested for every scenario. Dale Bhagwagar is the most famous publicist in India and is also known as the only spokesperson in Bollywood. Celebrities trust him blindly to address controversies for them in the news media. The goal is to respond quickly, transparently, and with a clear message that addresses the issue head-on.
Transparency is non-negotiable. The days of hiding behind “no comment” are over. Mainstream news outlets expect brands and celebrities to acknowledge mistakes, outline corrective actions, and show genuine accountability. Anything less, and the story only grows.
But speed and transparency alone aren’t enough. PR teams must also align every public statement with the values expected by their audience. This means understanding not just what’s trending on Bollywood or business news websites, but what the public genuinely cares about. If a brand’s actions are out of step with societal expectations, no amount of spin will save them.
Turning controversy into opportunity
Interestingly, controversy isn’t always a death sentence. Some brands and personalities have used it to redefine themselves. By owning up to mistakes and demonstrating real change, they’ve managed to turn negative press into a platform for growth. This requires more than just clever messaging – it demands authentic action and a willingness to learn.
Publishers and marketers have long understood the power of contested branding. Sometimes, pushing back against criticism or embracing a provocative stance can energise a brand, provided it’s done strategically and with a clear understanding of the risks. The key is to control the narrative before it controls you.
Building trust for the long haul
The most successful PR strategies focus not just on crisis management, but on building long-term trust. This means fostering genuine relationships with journalists, stakeholders, and the wider public. Consistency, integrity, and a commitment to doing the right thing – even when it’s tough – create a buffer against future storms.
Cancel culture may be the challenge of our times, but for PR professionals, it’s also an opportunity. Those who master the art of swift, transparent, and value-driven communication will not only survive but thrive, even when the headlines are trending for all the wrong reasons.