Who would’ve thought that losing a tumbler could spark a nationwide conversation, even cost someone their job?
The now-famous “Biru Tantrum Tuku Tumbler” went viral overnight after a thread post from a KRL user who complained about the lost-and-found service from KAI.
The post was initially to share her experience, but it turned out to trigger public sentiment and emotions. Based on this case, we learned one important lesson related to communication: a lack of empathy might lead to digital outrage.
And rather than retelling the full story, this blog focuses on what we can learn from this case through the lens of PR.
Why Empathy Matters
One thing out of Anita, the tumbler owner's, equation is the netizen’s “outrage” over her post. They were not only reacting to her sloppiness, but also because she was being insensitive and lacked empathy. Those who followed the chronology know that the case was closed before the owner posted on her social media. And people expect others to speak with kindness and fairness.
When a post carries strong emotions and triggers reactions, it spreads very quickly. This is called emotional contagion, which creates a chain reaction of similar emotions. Once emotions take over, controlling the narrative becomes very difficult.
In Anita's case, even when clarification or facts appear later, perception has already taken its own path.
Tuku’s silence
On the other hand, Tuku was getting all the publicity on its tumbler and there were a lot of opportunities for them to jump the wagon. However, they stayed silent. It turned out to be the smartest PR decision and people respect them because of it.
Here’s why:
- Tuku was not directly involved. The problem was not about the quality of their tumbler or their service. So there was no need for them to respond.
- In a heated moment, anything you say can be misunderstood. When emotions are strong and aggressive, even a neutral can be twisted into backlash. By not riding the trend, Tuku avoided becoming part of the drama.
- Silence earned respect. Many people praised Tuku for staying calm and not using the situation for publicity. It showed maturity and good values.
Sometimes, silence is communication.
Not every trend is worth riding, and knowing when to speak is as important as knowing what to say.
The Right Strategy + Empathy = Responsibility
From the public response and Tuku’s silence, we have valuable lessons as communicators:
- When it comes to social media, emotion overruled logic. That’s why empathy matters. People don’t just read text, they interpret according to their feelings.
- Silence can be strategic, not every trend needs to be responded to, even when your (brand) name is mentioned.
- In social media, timing is key. Clarify early with calm and empathetic messaging. Avoid adding fuel to rumors or conflict.
So the next time we’re about to post, comment, or react online, let’s take a pause and ask ourselves: Is this necessary? Is this thoughtful? What could happen next?
Because again, whatever you put online has consequences that are real.
