Crucible provides services to corporate and development organisations
– government and non-government – in Communications
Management, assisting them in gaining control of
today’s complex environment by using communication strategies
to help achieve their goals.
To originate ideas, concepts, strategies and solutions
that deliver value
The Crucible Approach
Crucible offers clients an integrated communications strategy,
without bias for one discipline or other. The emphasis is
on original ideas and solutions, and the practicalities of
implementation. Crucible has a healthy respect for process,
but is ultimately goal and result oriented. On offer is a
holistic and sensitive approach to problem solving. Each situation
is analysed from a variety of perspectives. There is no vested
interest or profit motive in any particular method of execution,
which indicates counsel that is open, free and frank, and
custom-tailored to a client’s needs.
Started in 1997, Crucible constitutes an independent resource,
based in Bangalore, and works in affiliation with other professional
partners to execute a client’s communication plans.
The focus areas are:
- Corporate & Brand Communications:
An optimal blend of the strategies and tools of Advertising
and Public Relations to achieve a client’s objectives.
Crucible’s strength lies in conceptualizing and executing
creative solutions that deliver results. Crucible is especially
attuned to the needs of clients in the tea and coffee industries,
infrastructure, and tourism sectors, with exposure to Public
Consultation processes, Environment and Stakeholder issues.
- Development Communications:
Strategies for Behaviour Change Communication in social
areas such as Health, Education, Population and Urban Governance.
Crucible supports non-profit organisations with appropriate
solutions for cause marketing, advocacy and issues management.
- Editing and Publication:
Creative content and editing for publications ranging
from newsletters and magazines to coffee table books. Freelance
writing and copyediting assignments include research and
documentation on development issues.
Plantation Ecosystems Network
PEN was founded in April 2003 with support from Crucible.
PEN develops and implements projects, in partnership with
individuals and corporations, government and non-government
organizations associated with coffee and tea, through a unique
approach that aims to connect stakeholders for mutual benefit.
PenScape, an online journal from PEN, had its own domain
during 2004-2006. Selected content is now available on this
Aparna Datta is a communications consultant
and writer based in Bangalore. Since 1997, she has managed
her own consulting firm – Crucible Communications –
and has developed capabilities in corporate / brand / development
communications, public relations and issues management, media
relations, networking with stakeholders and key constituencies,
editing and publishing.
Aparna is sensitized to issues related to FDI, sustainable
development, international trade, corporate social/environmental
responsibility, public interest and, importantly, the role
of communications in facilitating desired outcomes.
Earlier, Aparna gained professional experience in Advertising
over a span of 18 years and held senior management positions
in leading advertising agencies. More recently, she has done
a stint as Manager of a leading PR agency in Bangalore.
With highly developed writing skills, Aparna contributes
feature articles to leading Indian and international publications
on a regular basis.