IPRCCC 2018: Silence is golden if you can afford it & have planned for it: Rohit Bansal

Bansal, Group Head of Communications, Reliance Industries addressed a session at the ninth edition of India Public Relations and Corporate Communications Conference 2018 (IPRCCC)

by exchange4media Staff
Published - Dec 15, 2018 8:40 AM Updated: Dec 15, 2018 8:40 AM
Rohit Bansal

At the ninth edition of India Public Relations and Corporate Communications Conference 2018 (IPRCCC), Rohit Bansal, Group Head of Communications, Reliance Industries spoke about ‘When silence isn’t golden, responding to crises in communication’.

Watch the video here, and scroll down to read the discussion:

Explaining that silence was golden only if it was planned and strategic, Bansal said, “People are getting all kinds of information across multiple platforms; they hardly see the kind of spin that is being loaded into it. So I think silence is golden so long as you have done a lot of thinking ahead of the curve.”

“I feel silence is golden if you have done your work, you have anticipated to the point of paranoia about all the kinds of things that can be potentially thrown at you as a product, as a brand or as a service. Silence is golden so long as you can afford it and you have planned for it,” he added.

Citing example of the recent viral video featuring a food delivery man tasting food to be delivered and how brands could avoid such instances which are sometimes beyond their control, Bansal said, “There is no absolute black and white in silence vs. speaking, but there is great benefit for all of us as corporate communications leaders to know that a lot of planning can happen well before the event, and that is what we should be actually focusing on.”

Bansal also urged communications professionals to do scenario building a lot earlier in order to pre-empt situations that could have adverse impact on the brand.

“The planning has to happen much earlier. I think mistakes in such situation happen in quick succession because there is pressure to perform and to show your counter narrative. Leaderships have to understand that they need to do scenario building a lot earlier.”
 

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