Crisis needs no invitation. Given the level of technology penetration, it needs a very quick and apt response before the damage to the company's reputation set in. Our first approach is to put a lid on it but if it blows up, it should be such that it should not appear larger than what actually is. Our experience says that get the sensation out and story dies a natural death. But there are times a response is must, it should be calibrated and not seen as an attack on a certain storyline but should plainly place facts without trying to rub it in as anti media rant. In a scenario like this only a spokesperson should speak and multiple voices from the clients side should be avoided. We at SambandhPR are geared to handle crisis 24x 7, 365 days a year and have handled several of these for clients from different genres.