How can KL rebuild its reputation post the sinkhole emergence?

On 23 August 2024, a sinkhole formed in Jalan Masjid India in Kuala Lumpur, leading to the disappearance of one victim for more than a week. A second sinkhole soon appeared in the street on 28 August. However, there were no casualties the second time around. 

The sinkhole incident gained massive attention in the media, including social media where it received 80% negative and 20% positive sentiments, according to media intelligence firm DATAXET NAMA. Of the online conversation in Malaysia, 23% of netizens expressed distrust and resignation, showing a lack of faith in the government's ability to handle the situation.

An additional 20% expressed prayers, hope and concern for the safety and recovery of the victim, along with offering community support. Around 18% expressed fear, anxiety and reluctance to visit Kuala Lumpur while 15% were concerned that property values might decline due to safety concerns and negative perceptions of the city's infrastructure. 

"The overall sentiment seemed to be a mix of anxiety with an emphasis on the urgent need for action and safety assurances," said DATAXET NAMA in its analysis. 

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The incident comes as Malaysia has been ramping up its tourism in recent months including its collaboration with Indonesia and the production of travel mini-series with AXN Asia to lure tourists. Most recently, the country signed a memorandum of understanding with India to promote tourism between the two nations too. 

However, with KL's reputation sentiments sinking and uncertainty rising, how can Kuala Lumpur rebuild itself and secure its spot as destination for international tourists? 

According to Said Bani, founder and managing director of bzBee Consult, the recent sinkhole in Kuala Lumpur "presents a significant public relations challenge". 

This is particularly since Kuala Lumpur is unfamiliar with such incidents, especially those involving fatalities, said Bani. Bani adds that sinkholes are "inherently alarming" and that the public may find it difficult to understand why they occur. He added that addressing these concerns requires considering multiple factors such as geological assessments and infrastructure reviews. 

Bani stressed that the fear generated cannot be underestimated too, particularly when the public lacks knowledge about the phenomenon, adding that:

In the absence of clear information, speculation can quickly turn an issue into a full-blown crisis.  

Bani is also of the view that the sinkhole situation could escalate into a crisis for local authorities, including the minister and mayor of Kuala Lumpur. 

"Effective crisis management demands both managing the situation and communicating effectively, as failure in either can lead to a perception of overall failure," said Bani. 

He added that in major cities such as Florida, USA, and Guatemala City, severe sinkhole incidents have been managed with continuous, transparent communication. 

These cities provided real-time updates, expert opinions, and clear action plans, which helped ease fears and restore public confidence. However, even with strong operational responses, delays or gaps in communication can lead to rampant speculation, as seen in crises such as MH370, said Bani. 

In an analysis done by DATAXET NAMA, a few netizens (3%) did speculate theories about the incident while 2% criticised the media for sensationalising the incident or not providing adequate coverage. 

Meanwhile, 12% demanded stronger, proactive measures from the authorities and 7% made comparisons with past incidents, including flood issues in Kuala Lumpur. 

According to Bani, the absence of timely, accurate information allows misinformation to spread, with self-proclaimed social media "experts" quickly offering unfounded opinions. It also allowed fear to fester. 

"The public is speculating because they don’t have the facts, and speculation can spread uncontrollably, further eroding trust. It is essential that KL’s authorities step up their communication efforts—not only to update the public on what is being done but also to educate them about sinkholes," said Bani. 

"Providing clear information on what causes sinkholes, how common they are, and what measures are being taken to prevent future occurrences is crucial. By doing so, authorities can take control of the narrative and prevent misinformation from taking root," he added. 

Ashvin Anamalai, CEO of DNA Creative Communications seconded the view adding that, "The handling could have been significantly enhanced through greater transparency and empathy."

"A more proactive approach, including regular updates and open dialogue with the public, would have helped to alleviate concerns and build trust," said Anamalai. He added that by providing clear explanations from experts and acknowledging the public's fear and uncertainty, authorities could have mitigated the negative impact of the incident.

"The sinkhole incident has likely shaken public confidence in the safety and infrastructure of Kuala Lumpur. It may lead to increased anxiety and a sense of vulnerability among the public," he added. 

Across the border

The feelings of anxiety and fear did not only plague Malaysian citizens.  In fact, in an analysis done by media intelligence firm Truescope, it found that the sinkhole incident has garnered significant attention among Singaporeans too, with over 400 posts on mainstream and social media, gathering over 704,000 social engagements. 

According to Truescope, the sinkhole raised widespread concerns about the safety and stability of the ground in Jalan Masjid India. Due to the sudden and unpredictable nature of sinkholes, some speculate that these incidents were a cause of concern in the future too. Majority of netizens have expressed negative sentiments, citing Kuala Lumpur's historical swampy conditions and potential underground water seepage as factors contributing to the sinkholes, said Truescope.

There is also criticism of a perceived premature declaration of safety, it added. 

Interestingly, despite these concerns, a few Singaporeans noted that they remain undeterred from travelling to Kuala Lumpur, suggesting that while sinkholes are concerning, they are rare and unlikely to significantly affect the overall safety of travelling to the city. 

Rebuilding trust 

To rebuild trust and rebrand Kuala Lumpur following the incident, open and transparent communication is essential, said Anamalai. Sharing information about safety measures, progress updates, and addressing concerns directly will help alleviate fears and foster confidence, said Anamalai, adding that: 

In the aftermath of this tragic incident, rebuilding public and tourism confidence requires more than just infrastructure repairs.

According to Anamalai, rebuilding trust demands a strategic shift in narrative, one that emphasises the city's resilience, progress, and commitment to safety.

"A powerful storytelling approach can be instrumental in this endeavour. It's about treating our people with the care they deserve by crafting compelling narratives that resonate with both residents and visitors, to paint a more positive and hopeful picture of Kuala Lumpur," he added. 

Bani agrees with Anamalai's point, adding that concrete actions are essential to address public concerns too. This may include organising public forums or town hall meetings where experts explain sinkholes and answer questions can provide clarity, collaborating with international experts for a thorough infrastructure review and publicly sharing the findings will demonstrate transparency and accountability.

"While the sinkhole incident is challenging, it also offers a chance to reinforce the city’s image through a commitment to safety, transparency, and proactive communication. The city has been proactive in addressing the issue, though communication has been a weakness. However, baseless speculations and criticisms are unwarranted," said Bani. 

That said, Bani is full confident in the city's leadership and believes that the city remains safe and resilient. "The real question is whether we can shift from focusing on negatives to rallying behind our capital city," said Bani.

"By controlling the narrative and addressing concerns directly, Kuala Lumpur can rebuild its reputation and emerge stronger and more resilient in the eyes of both locals and visitors," he added. 

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