“If something went wrong tonight, I would not know who may speak.”
We name one spokesperson, one back-up and one approver for each kind of crisis, before it matters.
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Crisiscommunication
Since 201565+ in-house team6 cities
A plan before it happens. Calm, true words in the first hour.
A strategist calls you in one working day.
/ 01 Crisis communication agency
Ready before it happens.Steady when it does.
A crisis is rarely lost on the facts. It is lost in the first hour, when nobody knows who may speak.
PromotEdge writes your crisis plan before you need it, for companies across India. Then we help you speak clearly in the first hour, so a bad day does not become a bad year.
This is one part of our wider public relations (PR) work, for bad news: a viral complaint, an accident, a data leak or a rumour. Reviews and search results sit with our online reputation team.
A manufacturer fears an accident, and a dealer who hears it on WhatsApp first. A developer fears a delayed-possession complaint that spreads.
Holding lines. We ask your teams what has gone wrong before, then write a short statement for each likely crisis: what you know, what you are doing, when you will speak next. For a viral complaint: “We have seen [name]'s post. We are sorry, and we are looking into it now. We will tell you what we find by [time].”
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you receive
A plan your team can useat 2 am.
| Deliverable | What it is | When you get it |
|---|---|---|
| Crisis risk map | Your three to five most likely crises, ranked | Week 1 |
| Who speaks, who decides | A spokesperson, back-up and approver for each crisis | Weeks 1 to 2 |
| Holding statements | A short statement for each likely crisis, checked by your counsel | Weeks 2 to 3 |
| Contact sheet and notes | One page of numbers, plus ready messages for staff and dealers | Weeks 2 to 3 |
| Practice and drill | A pressure interview for your spokesperson, then a surprise drill | Weeks 3 to 4 |
| Live crisis support | Help while a real crisis runs, with hours written down | Agreed in advance |
Timings suit one company with one main site. A dealer meet is a good place to walk your network through the plan. Public comments go to our social media team.
/ 03 What usually gets in the way
Hurdles before the bad day,and the way through.
“Our staff and dealers would hear it on the news.”
We write their message first, so they hear it from you.
“We have a plan, but nobody has opened that folder since.”
We turn it into a contact sheet, short statements and a drill that works at 2 am.
“Our lawyer, our PR person and our boss would each say something different.”
One approval chain in writing. Legal counsel leads on anything legal.
“We are listed, and I am not sure how fast the exchanges must hear.”
We map each crisis to your company secretary's disclosure steps. See IPO and listed companies.
Tell us what you fear most, and we will sketch your first holding line. Get a free growth plan
/ 04 How it works
Before a crisis,and in the first hour of one.
A calm first hour should repeat, not depend on luck.
- 01
Week 1: listen and map
We talk to the people who hear complaints first, and read a year of them.
- 02
Weeks 1 to 3: name, write, check
People for each role, a contact sheet tested by calling every number, statements checked by counsel.
- 03
Weeks 3 to 4: practise
A pressure interview, then a surprise drill. We fix what broke and recheck every six months.
- 04
The first hour: facts, then one voice
Find out what happened. One spokesperson issues the approved line. Staff and dealers hear first. Scheduled posts pause.
- 05
Same day and after: update, then review
Update when you said you would, even if it is “no new facts yet”. Keep a log, and review the plan.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
Two more holding lines
Accident at a site: “There was an incident at our [site] at [time]. Emergency services are there. Our first concern is the people involved. We will share more by [time].” Say everyone is safe only once it is true. Data leak: “We found a problem with [system] on [date]. We are checking what was affected and will write directly to anyone involved.” Your counsel checks every line.
- Map the likely crises with your own teams. The people who hear complaints first know what goes wrong. Three to five crises, ranked.
- Name who speaks before anything happens. At 9 pm nobody wants to debate it. A spokesperson, back-up and approver.
- Write holding lines with gaps for facts. You can issue them in minutes, before you know everything. A statement for each crisis, checked by counsel.
- Drill at an odd hour. A plan nobody has tried fails when it matters. Time from first alert to first statement, who answered, and whether staff heard first.
AI in crisis communication: today and next
Today: watching
Google says Alerts can email you when new results for a topic show up in Google Search. We set alerts for your name, products and sites, so a rumour reaches the person on duty early. Alerts do not see private WhatsApp groups.
Source: Google Search Help, Google Alerts, read 10 October 2026
Next
Our view: first drafts of holding lines will get faster. Your counsel still checks every line, and no tool decides what is true. Want us to set up your watch list? Ask us.
Want to see how your first hour would look? Chat with us on WhatsApp. Chat with us
/ 05 Cost
What affects the costof crisis communication.
We don't publish a price list. Preparing a plan is a project with an end. Live help while a crisis runs is agreed separately.
What affects the cost
- How many sites or business lines the plan covers
- How many crisis types and spokespeople we cover
- Listed or private: a listed company has extra steps
- Live support: hours covered and response time
How we quote
- We read any old plan and recent complaints, then write a scope.
- We send the quote within 2 working days, with plan, drill and live support on separate lines.
What you get in the quote
- Holding statements for each crisis type
- Spokespeople trained, the contact sheet and the drill
- What live support covers
Ask what live support covers at 2 am. Be careful with anyone who promises to make bad news vanish.
We use AI to save your team's time. A person still makes the decision.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
What people say
In their own words
“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
No pressure. No sales pitch.
Tell us what you fear most.We'll show you the plan.
Straight answers.
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It helps you speak well on your worst day. Before a crisis, it works out what could go wrong, names who speaks and writes the first statements. During one, it helps you say the facts once, calmly. Afterwards, it fixes the plan.
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Ask who picks up the phone in the first hour. Crisis work is private, so we name no clients; we show you the pack you would receive. In the drill we time first alert to first statement, check everyone on the sheet answered, and check staff heard first.
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Get the facts and write down what you do not know. Name one spokesperson and issue the approved holding line. Tell staff and dealers before the press, or with it. Pause scheduled posts. Then update when you promised to, even with no news.
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Never guess the cause, and never blame a customer or an employee. Avoid “no comment”; say “we will tell you when we know”. Don't promise “this will never happen again”, argue in the comments or delete them. Don't name anyone hurt before their family knows.
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General guidance, not legal advice; your company secretary and counsel lead. Under SEBI's LODR Regulation 30, a listed company first tells the exchanges about a material event within 12 hours if it arises inside the company, and 24 hours if not. Updates continue until the matter closes. Press posts follow the filing.
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It depends on how many sites and crisis types the plan covers, how many spokespeople we train, and whether you are listed. Live help is quoted separately. We quote against a written scope. Ongoing monthly work has a 3-month minimum, then you can stop with 30 days' notice.
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Yes. Our servicing team is based in cities across India. We work hybrid and stay in touch every day, and we meet you in your city at least once every three months. In the first hour the work is calls and shared files.