Media was abuzz as parties with vested interests and competitors of Tata Power shared various statements on the power outage. The day went by with little to zero communication to the media which resulted in overhyped speculation regarding the incident. The plan: 1 Gathered accurate intelligence from journalists planning stories on the Mumbai power outage. 2 Tracked social and electronic media real-time to understand the stakeholders' take on the crisis, and to flag-off any overtly negative coverage 3 Organised a Press Conference in the Tata Power office in Mumbai the very next day after the tripping to address media queries, disperse speculations and share an honest brief on the incidents of the past day and the actions taken by Tata Power to solve the crisis.