In today's fast-paced digital landscape, news—both good and bad—travels at lightning speed. A single crisis can spiral out of control within hours, impacting a brand’s reputation and bottom line. For businesses in Southeast Asia, where social media plays a powerful role in shaping public opinion, managing negative press effectively is crucial.
Here are a few key strategies for handling crisis communication, backed by a couple of real case studies of brands operating in the region and recent industry data.
1. Understanding the Nature of a Crisis
Defining a Crisis
A crisis is any unexpected event that threatens an organization's reputation, stakeholders, or financial standing. Common types of crises include:
- Product recalls
- Ethical scandals
- Supply chain disruptions
- Negative social media campaigns
Case Study: Indomie’s Product Recall in Australia (2024)
In 2024, Indonesian instant noodle brand Indomie faced a significant crisis when two of its popular products, Indomie Rasa Soto Mie and Indomie Rasa Ayam Bawang, were recalled from Australian stores due to undeclared allergens. The issue arose when Indomie Rasa Soto Mie was found to contain undeclared milk, while Indomie Rasa Ayam Bawang contained undeclared egg. This led to concerns over consumer safety, particularly for individuals with severe allergies.
Indomie responded promptly by working with regulatory bodies and issuing a clear recall notice. The company also engaged with consumers via social media to reassure them of enhanced quality control measures. The incident underscores the importance of proactive communications to maintain brand trust.
2. Preparing a Crisis Communication Plan
Establish a Crisis Management Team
Every business should have a dedicated team responsible for crisis management. This team should include members from:
- Public relations
- Legal and compliance
- Operations
- Executive leadership
Develop Key Messages
During a crisis, brands must communicate a consistent and transparent message that acknowledges the issue and provides a clear resolution plan.
Training and Simulations
Regular crisis simulations help businesses prepare for real-life scenarios. According to the 2023 Business Continuity Institute (BCI) Crisis Management Report, 70.5% of organizations now use digital tools to manage emergency communications, showing a growing trend in crisis preparedness.
3. Responding to Negative Press
Timely and Transparent Communication
Delays in responding to negative news can lead to misinformation spreading. Brands must issue statements quickly while ensuring accuracy.
Utilize Multiple Channels
Crisis messaging should be communicated through:
- Press releases (for traditional media)
- Social media (to control narratives online)
- Official website (for formal statements and updates)
Case Study: Unilever Indonesia’s Consumer Boycott (2025)
In recent months, Unilever Indonesia has faced a worsening crisis after consumer boycotts surged due to its business ties with Israel. The backlash led to a market share decline from 38.5% to 34.9% in 2024, allowing local competitors to gain traction. This led the FMCG giant to make pricing adjustments and enhance distribution strategies in a bid to rebuild consumer trust.
How Unilever Responded: Unilever Indonesia continues to implement a multi-pronged crisis response strategy, including:
- Public Clarifications: The company issued a series of official statements clarifying its business position and ethical sourcing commitments.
- Engagement with Local Communities: Unilever worked closely with key stakeholders, including local distributors and suppliers, to address concerns and maintain loyalty.
- Revised Marketing Strategies: The brand introduced promotional campaigns to counteract declining sales, emphasizing affordability and quality.
- Increased Transparency: Unilever expanded its corporate social responsibility efforts, highlighting its positive contributions to local economies to restore consumer confidence.
This case illustrates the power of public perception and consumer activism, particularly in Southeast Asia, where social and political issues heavily influence brand reputation.
4. Learning from Past Crises
Conduct a Post-Crisis Review
After a crisis, businesses should analyze:
- What went wrong?
- How was the crisis handled?
- What can be improved for future incidents?
Organizations that document lessons learned tend to respond more effectively to future crises. According to the BCI Report, 28.9% of organizations found that employees lacked awareness of crisis plans, highlighting the need for better internal communication and training.
Handling a crisis effectively requires preparation, transparency, and swift action. By learning from real-world examples like Indomie’s product recall and Unilever Indonesia’s consumer backlash, marketers and C-level managers in Southeast Asia can better navigate negative the press and safeguard their brand reputations.
In an era where brand perception can change overnight, having a robust crisis communication strategy is no longer optional—it’s a necessity.
Mission Media is a PR, marketing, and creative consultancy built for the now in Southeast Asia. A future-focused reputation partner, we boost your brand equity and share of voice in the local market with intelligence and authenticity. Check out our services and get in touch.
