Crisis is impartial…it hits the best of businesses, corporates, organizations and even individuals. The issues may pertain to ethics, accident, sabotage, rumor, competitor tactic, litigation, product failure, corporate issues, finances, shareholding and leadership or any minor issue that has the potential to blow-up.

The most challenging part of crisis communication management is reacting - with the right response – quickly – but at the right moment. This is because behavior always precedes communication. Non-reaction or inappropriate behavior leads to spin, not communication. In emergencies, it's the non-action and the resulting spin that cause embarrassment, humiliation, prolonged visibility, and unnecessary litigation.

At such a time when your entire reputation is at stake, your actions and your words can make or break you. At such a time you need a helping hand that can guide you out of the quagmire - an empathetic partner who is dispassionate enough to view the big picture on your behalf.
Or in short you need Grey Cell…

Our crisis communication plan takes into account all your affected stakeholders and even your publics at large who may be affected by the reverberations and repercussions of the event. We make sure that your detailed, accurate and factual story is made available to the media. We prepare and arm the spokesperson/s who are required to face media. If necessary we even initiate a dialogue with the concerned parties. We keep a check on your internal communication too and keep it updated with facts and your intentions to avoid unnecessary rumor mongering. We cover all the bases simultaneously to prevent tangential issues from rearing a head at inopportune times.

The key challenge remains accomplishing most of the strategy on as many levels as possible as quickly as possible. We act with speed and honor. We help victims return to normalcy. We make restitution promptly.
And we behave as though our mother was watching and we have to explain our decisions and actions to her over dinner tonight.