Crisis situations can occur at any time. Depending on the company’s profile, they can among other things consist of a product recall, employee misconduct, acts of violence, harassment or even an accident in a factory. There are also problem issues that appear as a result of a company’s business activity and cannot be foreseen. In both cases, one has to follow strict rules of communication to minimise the negative effects on the company’s reputation – it is advisable to know them before. In order to do so, we propose preparation of potential threat scenarios; development of action plans, procedures and areas of responsibility within internal and external communication; adjustment of corporate crisis manuals to local conditions; running of an “in-house” crisis communication centre; post-crisis communication strategy to enhance the company’s reputation. In crisis situations, professional management is crucial. Therefore preparation is key.