 We'll get started with our very first panel and I'll be calling out your names request you to please come up on Stage and take your positions. Hopefully next to where your name tags are Be our challenges through digital and social media disruption and how they are being addressed maintaining It's obligation with all the stakeholders This panel is going to be moderated by Suresh Suresh you here. I thought yes, you're right here request you to please Go up on stage. Would you want me to introduce your panelists or would you do that? Yeah? Okay? So Suresh Has been with Moby quick for quite some time and he's joining. Can I say who where you're joining? He's joining Alibaba from Monday onwards. So yeah All right Atul Takle my dear friend. Thank you so much for flying in to be a part of this panel senior vice president add factors Kunal Kishore Sinha I'm waiting to see you do that step that you did the last time round through IPR CCA Awards Founder director value 360 communications the part day Very very dear friend indeed looking forward to your birthday already India head communications and CSR Glaxo Smith Klein consumer health care and of course We have one of our jury members here as well who's joining in the panel Jairam Ramanathan Vice president corporate communications Aviva life insurance. Can we hear it out loud for these guys and As you know We're living in a land of karma so to speak if you do not acknowledge these people Nobody is going to be acknowledging you when you're going to be here next. All right. Are you happy with that applause? No, she's a difficult lady to please by the way, but you can try let's hear it out loud one more time Better they'll get better When we open the bar you should see Okay, okay. Thanks. Thanks to partner for the kind kind introduction I think we have to live up to that. I should say Truly truly we are living in a very disruptive World that the topic is quite apt and quite relevant to the day and time. We are we're all living in I Still remember you have 15 years back, you know when I was introduced to this world of communications No, the the news cycle has completely changed. It's transformed from tomorrow's news To today's news and right now we are in the the now news the immediate news The the transformation has been truly humongous It has brought in quite a bit of change You know disruptive change. I should say that, you know, it's really shaken up the core of the communications industry The public relations industry and the the news industry the third one So we were just wondering how do we step up to the plate, you know as a PR professional What are the changes we need to bring up? How do we adopt and adapt to this changing environment? It's truly humongous if you ask me, you know the print sort of metamorphosed into Television and then it came then it became online and then now we have the social media Facebook and Twitter and whatnot So we are living in interesting times and we are living in a very disrupted world But you know, I was discussing with the panelists this is about half an hour back and I told them that I think we have done Well, you know the traditional public relations professional like me. We have transformed We have understood certain tricks of the trade certain rules. We have understood but we are still grappling with you know certain fundamental Philosophies this disruption has brought in The monster called fake news, you know, which is still upon us We are unable to distinguish between fake news paid news The shared news the earned news. So that's one discussion which I would want Panelists to debate upon then we get into influencers The boom or bane how authentic they are, you know in Twitter and Facebook, you know How do we shall we follow an Amitabh Bachchan when he when he says something, you know or a you know So it's it's a it's up for debate. So we need to find some methodology how to sift between the Between these things and the third part is stakeholder mapping This disrupted world has truly brought in how do we map the stakeholders? What what is reputation? What is risk? What kind of communication do we give to them? You know in the in the disintermediated complete news news locations So these are true challenges with which requires debate and I think probably we'll find the answers Maybe two three years down the line and probably, you know, President Trump is helping us quite a bit You know the fake news I would say was propped up, you know, the whole thing came up because of his Active use as I was telling me, you know, he's active use but two three years back So let's get cracking on that. So I first require the request at all to sort of give us a perspective You know two minutes a perspective on the complete genre of what we're talking about and then we pass on Thank you Since we're talking about The disruption that digital and social is largely brought about in the PR world by large I think it's important to look at some of the key challenges that are being faced today And I'll just extend what Suresh mentioned Number one, there is I feel at the very beginning how many top management really get it Are they in sync with the fact that there's a new world out there? Are they thinking from a new world perspective? number two The digital and social environment means that there's a loss of control You are no longer master of your message How are people grappling with that aspect of it? Number three the speed of response. It has to be real time You don't have the time to vet Write something get it clear through different levels and then by the time you send it out. It's too late Outside it's also a very fragmented world each one of us is a publisher. So who is it that you really look to? You need to understand the environment in which you're operating tailor your message and then look at the right media Now that sometimes is challenge. It can't be a scattergun approach where you're targeting just about everybody and Revelling in the fact that he's got 600 clips Because 599 may be totally irrelevant There is also this whole business of ownership now historically the brands are the marketing teams Are the ones who've controlled the brand handle that you know the social media assets that a company has corporate communication coming in Does it result in parallel assets? Does the marketing team share those assets with the corporate communication team? Is the messaging between them aligned? So these are some of the challenges that you face and the last challenge is is is that? There is not enough data still available and that's where the big data debate. We keep having a different PR conference This comes in so these I believe are some of the key challenges which we are facing today And as the discussion goes on now, let me give you one example of when you talk of loss of control today for example many political parties many politicians many business houses are Actually investing in media. Is that a way of getting control back? I don't know But that is something which we need to consider. How do we get control back? Because that is a very very important factor Yeah, I completely agree What has happened is that if you look back what has changed today in today's time is the loss of control of the narrative that we have and what has also changed is that Earlier your perception was completely made by what you wanted to convey through conventional media today Being micro people who are themselves publisher. We there's a change that has happened the views and perception has been democratized and what has happened is that now today Everybody has a view an opinion about a brand now the What I see today as a as and the topic says Challenges I see this as a big opportunity because when I say it's a big opportunity Because the world is changed and I would not touch upon what I do has already talked about But I'll I'll talk about the fact that with this changing world what has come to our benefit so I would say that look if you look at our role our role is to actually identify a Brands work on building brands perception or Work with brand in meeting their business objective Identifying the message that we need to actually give out today PR is becoming very scientific and when I say very scientific You could possibly work on data that you could possibly gather digitally which earlier used to be very difficult Because you had to go for a primary research Now you could possibly look at Understanding in the real time. Where do you stand as a brand second? Importance of storytelling has become very He because what has happened is because of this disruption that has happened earlier If I look at the organizational structure of a PR firms also Are are there there were clearly two division that we saw one was The division of people who are engaging with the leader the other which was Understanding the business working with the client today. We see that we need We need people at the content strategy level and if you look at some key things We're looking at there is a process of content creation. There is a process of distribution and then there is so if you look at the role that a PR Professional today, and I'm touching upon PR professional because the subject is about PR professional We have a lot of people kids from PR industry that The Earlier between the brand and the consumer. There was one layer which was media now There are multiple layers that we have So we have to start looking at one that what is the content that we are creating or what is the content that is getting Created and what is what would be the distribution strategy? So as I think as we'll start discussing we'll touch upon more While we'll start discussing more about this When you're the third person to talk you are struggling because all the points have been covered So let me start by saying I agree with everything that has been said It's coming. It's coming so my My first submission is that disruption is not new In my 23 years career, I have seen disruption at every phase what is new is that having people together in a room like this discussing it and Simply super now talking about it people are tweeting about it people are sharing it on social feeds Disruption is not new. What is new is that as somebody else had already spoken about before me is The control the control that you had or you thought you had Has moved completely outside of you and how do you get it back? You cannot get it back So let us start with that premise saying that let's not struggle to get the control back. I Think what is important for us as communicators to understand at the beginning of every campaign or everything that we do is What is the purpose? Why are we doing what we are doing? Who are we going to talk to and what is it that we are going to achieve at the end of it? Most of my career have been spent in trying to define for myself what the purpose is and I'm sure that's the journey. Most of you are on because Typically PR professional is called into the room Pretty much at the last moment when the purpose and the objective and the results and the measurement everything has been decided And I think our struggle has always been how to get to the beginning of that entire chain of events So I think in order to be able to do that my only suggestion would be that Understand the business that you are in what is the business that you are actually supporting? What is the business that your? Stakeholders are actually supporting. Do you understand that do you understand the entire? System around it that is actually defining the way the business has to progress Disruptions in terms of various platforms that keep coming and going will keep coming and going 20 years from now people will not talk about Twitter being disruptive or Facebook and fake news being disruptive So I don't think we should spend too much time in trying to analyze that. That's a part of our life I mean I started faxing breast releases How many of you have seen faxes in your life? Please raise your hand I'm glad I'm glad that my not my contemporaries, but I'm saying that we started that by doing that now Press releases are shared on WhatsApp So disruption will be a part of our life and I think that is what makes our life so much more interesting and exciting Otherwise we'll be doing the same old same old So in order to be able to move beyond that I think you need to accept the fact that disruption will come I mean otherwise we won't have jobs So in order to pay our EMI's we didn't need those disruptions and in order to learn and move ahead We need those disruptions. So don't get caught in that tangle of the disruption The second thing I would like to say is that we are trend spotter It's not easy. It's a great thing to say in a forum like that. I'm struggling with it But try to spot trends because that's the value you will bring to your stakeholders We spend enormous amount of time actually having this debate with our marketing Colleagues saying who's better? Are you better or am I better? Am I adding more value or are you adding more value? That's not the point The point is when something is important and crucial to the company. Are you in the room? It doesn't matter whether they are in the room So try and look at things from perspectives That you can be a part, you know, like in control of or the messages you can be in control of The third thing I will say we have always talked about this debate between the slogans and the substance Somebody has coined me has talked about fake news before slogans and substance are a part of our lives They always have been Only today we are probably giving it a different name. We are talking about it differently Now the fact of the matter it has become very difficult for us earlier. It was just substance that we were pushing out There were no slogans out there But now that pushback has started and what are we doing for that? In order to be able to do effective communication there. I know I'm just completely taking away all your points But as I said, I love to talk What you need to probably do is understand how to manage your stakeholders better At my level today and I'm being extremely honest 80% of my time goes in managing stakeholders In a corporate environment, which is highly matrixed we operate in over 150 countries It is completely like the time that I spend managing the stakeholders to get the two sentences out in the market is enormous But today I understand the value of it because if I don't do that the end product will not come out the way I want to so just to summarize don't get scared of disruption. Thank God. They are there Spot the trends as early as you can third third thing would be Understand your stakeholders and see how well you can manage them Well, as she said, you know between the three of them almost all points are taken But since Superna wanted a contrarian view Atul, I wouldn't agree with you on the fact that you said our marketing and cop coms aligned when it comes to messaging In today's world and at least in today's scenario both department work in sync So to address that issue the messaging that goes out from a company be it on a brand or a corporate perspective is always aligned Taking forward the rest of the points like they said Communication speed of communication is of extreme essence today I mean both of us come from highly regulated industries where you know one wrong statement can bring the whole Regulatory body on to us. So it's very critical that you Appropriately respond second point would be that Rightly said getting a stakeholder buying that is where most of our time is spent Like be it like she I and for I fortunately have only 17 countries to deal with not 75 like she does I have Yeah, well actually 16 countries is what I have to work with Getting a buying is very critical like she rightly said the end product that goes out should be in your favor exactly the way you want so In short, I would say, you know summarize what they said be prepared Don't get frightened and get a strategy in place Which will have the buying of all the stakeholders and more importantly something that you know when I was discussing with Suresh and the rest of them, you know Earlier we used to say walk the talk now. It's a question of talk the walk. That's all communication is all about You communicate what you are what you intend doing and what is it that you What is it that you stand for? Thanks a lot. Yeah, see what we'll do now is Two three things which will will seek opinions from our panelists One is the very focused thing of in the truly disrupted world, you know What are the skill sets required to survive now to start with, you know I welcome this disruption and disrupted world willy-nilly simply because you know, we have to move on in life You know, we have to step up to the plate. So what has happened is to me personally is that This disrupted world has created a level playing field for the corporate communications and the journalists You see 15 20 years back, you know, as she said the facts facts time They were knocking on the doors of the journalists Seeking their appointments and stuff like that. It was hard to come by but now 20 years later You know, the the the field is truly level. I Mean, yeah, I mean the the power has truly shifted thanks to Twitter and Facebook to all of us And we can have multiple vehicles and channels to communicate our views So that's one great takeaway for me in the in this disrupted world. So let's all welcome that disruption Okay, that's number one and number two is the creation We all become creator. We all become publishers as as one of us said we become publishers ourselves You just go and tweet and that becomes your your personality that becomes your view And then you get your followers and people to tag along and then that creates its own bubble In the firm, so that's the second point, you know, so we become creators and publishers on our own so so we truly welcome this kind of disrupted thing and there is a Level playing field right now for us as comms people You know with visa we the so-called journalists. I hope no journalists are here I think Sanjay Bahru is probably coming later, but I think we've truly achieved that Parity between us and them and that's and they are looking at us for certain You know, it was it was always there that they looked at us for our for story ideas and stuff like that But right now we are their advisors our brands are communicated through us So they eagerly, you know seek our council, so that's something which I want to you know All of you to it's sort of a tool sort of elaborate I'll be brief in this so about skill sets I think Deepa hit the nail bang on the head when she said the only skill set that you need is an openness and Acceptance of change that is happening around us that includes an awareness of technology and a lot of things come in Because disruption is here to stay and we are continuously being disrupted So the ability to be open and accept it and master that change that disruption. That's one Second thing which I'd like to touch upon which Suresh hasn't spoken of we're talking about Integrated communications now. I have noticed in recent times That brand communication, which is the push communication as we traditionally know it Is not credible enough As days go by There is something called pull communication Which is going to be something which is shareable content which is created with a story at its heart Which will appeal to the various people out there irrespective of the medium and I think this pull Communication is making the push communication gradually irrelevant It's another trend on a similar level you will also see that English print media for example in the last year has seen a decline of 40% if not more in leadership So there are things happening Deepa spoke of trend spotting These are the kind of trends which I think as communicators we need to be aware of and Look at what's going to happen next and maybe create a few scenarios around this good on so if I Touch upon what I do said it's about the creative storytelling and important. So what are the things that we should be doing to prepare our self? For the changing world. I believe that we should be more observant on things that are happening around you You should be actually observant from the perspective and I would not like to discuss that issue But you need to start analyzing things that are happening in the world Where if there is a crisis that is happening how a brand is? Responding to a crisis a decent airline crisis that happened One should actually as a professional as me as a PR professional what I try and analyze is I try and analyze How things are changing? I'll give you example right now from one political party who's trying to change their leaderships image From being from being considered as a goofy Person to being an intelligent person what is happening if I see the same Personality never believed on the power of Twitter now Twitter is effectively being used by that personality in terms of reaching out to their Target audience what is what has changed in the approach right now? There's a lot of human aspect that has been brought in For him so because he was seen as just as a leader now him sharing a photograph with the dog or him sharing a photograph where he's actually Practicing martial art what what ultimately is happening is we are seeing that person beyond His political career We're trying to start seeing him beyond what the perception has been built now. What does it? Tell me as a PR professional that tomorrow if you really have to Build on a certain perception image or if you really have to convert a certain perception and what you are What are you learning from what is happening in the world? Example of the airline crisis. I think if you look at the influencers Impact on the airline Amit wrote a open letter. There was no response from the brand for me Amit is an influencer. I follow him for the Kind of tweets he do so now this is again an example where I I as a PR professional understand that your responsiveness is Very important how responsive you are you can't possibly see any Individual as a small influencer earlier when the when the world was not Or I would say the world has been getting disrupted every time But earlier when the brand narrative was controlled by the brands The crisis that we used to handle or the communication people used to handle used to be actual business crisis Where a Maggie product was? Was tested wrongly that was a business crisis, but today in this disrupted world a Communication crisis can become a big crisis for you and not a business crisis In case of Indigo, I believe That crisis that happened would have been handled well if the communication could have been handled So I think in this disrupted world what all of us should actually look at is that learning every single day Observing what is happening around you trying and understanding that how if you are there in in this scenario How would you react and how would you? How would you recommend your brand to react to so I think Summary would be responsiveness Learning around while you are working and be very observant around what is what are the things that are happening? I think next time you start from this side So yeah, I completely agree with this push pull thing that I told spoke about because we pull things what we we like So if I am in the healthcare industry when I open the papers I'm going to just scan and just look at all healthcare stories and I will not look at telecom which is the last industry that I used to work in so push pull is very important Learning unlearning is also equally important, but that's not just important for the for the profession that you are in I think that's important for our life The other thing that I wanted to talk about was that we always talk about creating compelling content You know this content in is scheme. I must have heard it like a few million times now Content into my mind is not king. I think context is If you look, I don't know how many of you have heard of that experiment that happened in New York I think New York, please correct me. Keep me honest if I'm wrong where a very famous musician was sitting outside the the subway playing his music and Expecting people to put some money into his bowl and He collected at the end of the day a poultry sum and the same musician Was selling his tickets at like what 300 dollars for one night kind of a guy a rate So content is not the issue. I think context is so be careful of the context in which you are disbursing your content Could I'll just spoke about how every influencer is important. I'm it is a very dear friend very important influencer in my life So therefore it's a completely different conversation. I'm going to have I'm just going to say that 1.3 billion people in the country and Look at look up the stats of how many people are connected on the net and how many people have mobile. Can you actually? Take care of every single person who is putting up something a comment or a post If you ask me I would love to do that, but can I do it? No So how do I? Cut through the clutter. I will look at in the case of crisis What is it that is actually threatening my permission to operate in the country? It is not about who's buying the brand. What is threatening my permission to operate? Pick up those influencers pick up those conversations and see how you can Be a part of the narrative. I don't think we can change narratives anymore Because I don't think these you know this this complete set of You know things that keep coming up, you know that you can change this you can change that But everything is recorded somewhere. I think Google kind of allows you to pull out everything from everywhere So no matter how many times you delete that damn thing it just keeps popping back So you will not be able to do that. I think what is important is to participate and See how you can learn and build The final thing I will say is that As communicators we always take the inside out Are you bringing the outside in? It's equally important to bring the outside in for your internal stakeholders to be able to learn and Bring about some fundamental changes to the culture the business Etc. So do Please spend equal amount of time bringing the outside in nobody knows how to do this only you do it even those marketing folks Brilliant. I am it whatever they don't know how to do it. You know how to do it So bring the outside in Deepa was right in saying that content in the right context But then will you be able to create that content? For you to be able to create that contact you need to know the business environment you're operating in The basic knowledge that is required for you to handle that crisis I mean no amount of updating yourself with the latest trends and technology is going to help you push that message out If the message is not in sync with the requirement, it will always get consumed wrongly I mean like he rightly said the airline incident recently One other thing that I would say is that the ability to analyze the situation is a very very important point which Many of us tend to ignore We normally tend to operate with our one-size-fits-all approach Gone are those days today. I mean if one were to look at the British petroleum crisis years back The three days of communication is what you know completely their reputation went for a sex It took them a lot of time to come out of it Would an influencer in that stage have helped no because by then the damage had already been done So who is the right influencer somebody you follow somebody who knows Who is relevant to the topic? I think choosing an influencer is also an art. Thanks. Yeah, actually, you know I just want to bring a contrarian view on this What Kunal said on airline crisis and the I don't want to take the name because I love that airline and then the The petroleum thing the oil spill you see my my experience is that you know having worked for 15 to 20 years 18-19 years that no management ever accepts There is a crisis. Okay. They're always in denial mode They're always in denial mode day one day two. I haven't yet seen probably Probably PR veterans can tell me any any two successful case studies Sorry Yeah, one exceptions maybe but you know you take all the brands the airline crisis the best loved car transport company The best loved what you call the the oil spill all of them stutter and then the so there is a there is a classic case Study for all of us the communications professional to understand the mind of the management Okay, they will not listen to us. You know, I remember the airline crisis has spoke to Ajay Jassar the other day and said He took a good one and a half days to come out with his complete letter. It's not his fault You see so there is the PR is the communications and PR is yet to come on to the the the high table Right now. We are still struggling all of us, you know veterans like Premar Sagar is here She can you know give a perspective on that But we are still struggling to get on to the high table where as a strategy they listen to us immediately Not as a afterthought so that's one point So we need to there's a work in progress and we need to work on that particular thing No crisis to my mind has ever been a successful successfully handled crisis We always stumbled upon and then in hindsight we probably came up with some ideas and all that that's one point I want to make can I comment on that please please so I disagree completely I Disagree that any brand any business any individual in their right mind Expects to have an issue which is a crisis which they fuel and they hide I Fundamentally disagree Because if they did then they wouldn't be in the business number one number two I don't agree with the fact that brands tend to hide. I have worked in aviation. I have worked in telecom to extremely highly disruptive and highly stressful crisis driven Industries and not once Not once and not because I worked with those companies. I shall not name them not once have I had a Situation where I was told do not talk about it. I did Currently I work in an organization which has got a huge pharma legacy and you all know how big pharma is looked upon You can actually check a lot of crisis that the company has gone through in the recent past I shall not name them and I shall not share them with you But never have the company said I do not believe it's happened We are absolutely trained to report every single incident which is absolutely thoroughly investigated and Yes, learning is drawn from that So to the point where the crisis can be managed very well I think crisis can be managed very well, but I don't think that doesn't mean that the crisis won't happen again When you talk of an airline or a telecom company And I'm going to just refer to these two because these were the last two industries that I were in Your moments of truth is being delivered by thousands sometimes Sometimes lacks of people and in the field and there could be situations which will be difficult Learn from that put trainings in place put a complete set of Understanding of how you manage it, but will that crisis not happen? No, it will Blackberry a company I didn't work for Blackberry had a blackout in Sometime between 2010 and 2013 which is when I was with the telecom industry For over 24 hours. There was not a word out of that company Do you know why? Do you believe that the company said there was no blackout? There was nothing happening It's not easy always to turn around and come back and say things It takes a little bit time For you to figure out what actually went wrong And why I know this is because I was with Airtel at that time and we were working very closely with Blackberry To try and talk to our consumers to say what has gone wrong So therefore you wanted contrarian views these are mine on the table. I fully agree with Deepa on this count It is just not possible in today's world that you go and tell your management that there is a crisis And they would be in a denial mode Life insurance industry is almost a daily crisis beat consumer beat product whatever it is but To tell that your management would be in a denial mode is wrong Yes, you have to be prepared for it. You can prepare a theoretical case study be ready But when it strikes it hits you flat on the face and that's a slap you cannot avoid so Crisis is something that today is an accepted part of the game and the ones who are better prepared are the ones who say a lot of it Talking about preparation we are all trained to become you know like to learn as much as possible from each other first The real big crisis you will never hear about None of us sitting here will talk about it because we can't or how we manage it. So you will not be learning from us but If you have a crisis and if you have to learn from it and be prepared from it There is also a limit to how much you can learn and prepare yourself when I was at Airtel There was a bomb blast in Varanasi The crisis that I had to manage was that the email that was sent taking claim for the bomb blast came from an Airtel IP address Could you have prepared yourself for that crisis? I didn't There was one day I had five instances across three countries five instances in three hours across three countries And I was not prepared for any one of them So I think the important thing is that crisis will hit you Have your humor up keep yourself hydrated have food handy tell your folks you'll be late and Just enjoy it man. I mean that's the way you learn. I mean I have learned so much because of the crisis I have handled Let me like to touch upon you know somewhere down the line this whole business of ethics and I'll share my personal example with you. I used to work for a company Which had a major crisis they did a very successful IPO After which the state in which they were headquartered They had a lot of people from the political parties approached them and say We didn't know you had earned so much money in the past years, which was revealed by the Red Herring prospectus So we would like you to pay a fee To us for all these years that you've been operating in this state So the promoter said no, I'm not going to give you that money the money was then so that was one political party a few days later another political party came and said Mr. So-and-so We'll work it out as a project for you and the project cost is going to be 22 crores This chap said no way. I'm not going to pay anything After that as Deepa said I was enjoying myself for a long time because the political parties said that We control all the media in this state and we will destroy your industry and your company and the promoter said go ahead Every night at about one o'clock or two o'clock. I would get a call from a local channel Saying we're running a ten minute clip on the industry and five minutes on your company tomorrow morning at nine Send us five lakh rupees and we'll edit that bit out Did we pay we did not the industry was brought to its knees by that particular state How do you handle the crisis like that as Deepa said you enjoyed right to whiskies and have a good time but it brings about It's a broader broader issue of ethics. That's really what I mean you've got to say no and he said no Thanks, thanks, I think I truly set the cat among the pigeons right now And I think we are getting negative timed out and can we take a few questions? Yeah, so Please come up with your questions for the panelists and so that we can try and address them Yeah, yeah, okay No questions one last chance So, okay, let's let me be the devil's advocate here in case As far as the indigo crisis is concerned the very fact that it took so long for them to respond The but but everybody else who's a publisher who's watching those video clips is pretty certain with what happened, right? So a cursory Initial, you know a statement could have been passed saying that whatever happened was rather than taking so long to respond to that Yeah, it's a good question. In fact, we were debating that you know my view is that you know, whatever the The crisis Deepa said that all that is all homilies, which is fine We all even even J. Ram said that we all strive to do that But the end of the day, you know the management things in a different way And I have broken my head big-time, you know communicating to them do it now Go up go go into a television station network and say something. They don't see it that way Simply because the management has a different view about the whole thing. So does Deepa. I think Deepa Yeah, she's communicated. I think I think you've had very bad managers. I must say this My thing is we are still evolving as a comms professionals in terms of getting into the high table That's when they listen. I I I don't think you need to wait to be invited to the high table grab a chair and sit right there and No matter what just don't move Nobody is going to in today's world going to give you a tealak and a teacup and a mala Sure, Deepa, but coming back to the my question in terms of Indigo, don't you think it's I would not speak on another brand I can give you I Don't know much. I want to know your view in terms of a comms professional shouldn't it have been addressed quicker is my only I can talk about the Blackberry incident, which I said took them a long time to respond. Are you talking like a politician now? I'm talking about something I know about Answer your question exactly Dream for any comms guy or a lady to get that addressed within six to eight hours. That's the SLA usually we have But you see it's not so easy You know we have Amy here and she will communicate later on how the Uber the whole thing happened there and how they communicated It's just not easy. I mean it's easy to say that, you know, you go open the door and talk to your CEO and tell him this This I don't think it works that way. I agree with him there This is what I did really agree with him So I think it is important that you have that kind as I said stakeholder management You have those bridges that you build with your internal stakeholders for you to be able to no matter what? Break that door open and walk in and no matter what's happening. You you get that work done But it's it's not easy, but it's not You know ideally I mean seven to eight hours by that time two new cycles would have moved I would say you need to respond without within an hour if at the most Yeah, so but I I don't think I think it would be ideal But in some cases people don't even have the information Which is exactly why I was referencing the Blackberry case because they didn't have enough information To be able to tell the consumers. What is it that has happened and how fast can they solve it? That is our prima here Since you put my name on it I just want to say that It would be really good for me to get Suresh Narayanan who is the CEO of Nestle It was the way it started something that started in a way call in a corner of a state And whether it was correct or not whether they had They had tests done by government and done by the company the corporate Why it happened how it happened and what came out of it and sometimes these crises come out for the better and You will hear that from Suresh if you like I'm happy to get Suresh here because you he has been I Got him to speak at Tatas and many other companies and he said I've done it now I don't want to do it, but I think if everybody here wants to hear Yes, because it's a learning and doing Yeah, it's a bit. It's a Don't quite what what do you what did you say? No, yeah Yeah, we've got prima here who works very closely with Nestle. I think she can probably yeah Yeah, I was literally sitting there for I don't know how many months But I think it's such a great learning and I think you know we to be not negative or positive in one way or the other way But just to learn from it It has every crisis as the person is so different and it will never you'll never be ready for something But over 20 years or 25 years or 15 years you learn the process that you go through and If you're talking about Indigo there is so much that's happening and therefore I can't say anything about it But we will come back at some point when it's over and what we can do is really do a Project and what we should to do is look at how it started and why it started Whether good bad or ugly we need to need to learn from that if that's okay Yeah, absolutely brilliant any more questions Yes, I've got both the mics with me. I'm gonna be sprinting across here with a dozen e4m Can you please just go and hand over the mic? Thank you Right across there at the table. Yeah, cool as deep at working Yeah, as deeper told in the corp in the communication part There's three things one is content one is message and third is context Can you be able to differentiate these three things? Expression for me at the panel. Okay So what I meant was that we kept on talking about how important content is Because more and more content is being consumed the world over and more and more people are creating the content So how do you sift through the good and bad? What I meant by context is that no matter what content you have which is why I give that example saying that your content would be the same But in what context you are deploying that content can actually change the outcome and the output and Sorry, what was the third thing you said the message mass the message is actually Message is a part of the content that you create but message is actually what you want Essentially to say and how it would land with the people is what your context would define it So what I am just explained Cool, I think we'll wrap it up here unless there's a very pressing question that needs to be asked to this point in time Which I don't see happening. Thank you so much. Thank you all for taking the time We'd like to show you our appreciation by handing over a token of appreciation there I'm requested to please stay back Amy would request to do the honors on behalf of the exchange for media team handing over a token of Appreciation for this panel to have taken the time for being here and discussing a very pertinent topic. Yes Amy Kunrupanya director of policy and Communications Asia Pacific Uber who's also our keynote speaker here a little later in the evening Jairam. Thank you. And of course, I'm expecting all of you all to stay back Jairam Of course, you were one of the jury members. You've got to be there You've got to face the flak of a lot of people who haven't received the medals Deepa, thank you. Thank you so much Kunal you'll be doing the jig for sure Atul Thank you again for making it to the panel And Suresh did you hear the ooze when I said that you're gonna join Ali Baba