The closeness between promises made and promises delivered by a brand or an organization defines its reputation. Even when all the promises are delivered as they were made, clients often find their message wrongly perceived, their reputation put at stake. When we are trusted with the job to oversee their reputation management, we consider crisis management as a process starting from the beginning, not a confused move in the aftermath. The way an editor keeps the narrative style of a book in the same flow from the beginning to the end, we ensure that all the statements and information, revealed by officials of an organization are well-aligned. When crisis seems to take a toll on the reputation gained over the years or even decades, we reach out to all the communication streams and provide insight to our client on how it can be best handled.