New Delhi, April 11 -- As social media continues to amplify brand conversations in real time, even a single post can escalate into a full-blown crisis within minutes. Addressing this growing challenge, Pavan Kaushik, veteran communication expert, storyteller, and Co-founder of Gurukshetra Consultancy, has introduced the "O3 Theory" -- a structured three-step framework for managing social media crises.

Pavan Kaushik notes that the nature of crises has fundamentally shifted. "Every social media crisis demands three moves -- respond online, resolve offline, and reassure online again," he says. "Today, crises don't build over days -- they erupt in minutes, and more importantly, they unfold in public. The first response is no longer internal ...