The issue of the handling of crisis for me is exciting. It is from the first day I heard of this particular professional discipline, several years ago, when I had to face a communicational situation of a client company wrapped in a product of a conflict of commercial interests image problem. Then I wondered: why it becomes urgent and necessary to handle a crisis? The answer is very simple: to preserve the most valuable asset of a company. Its buildings? Their equipment and materials? Your employees? Their stock of products? None of those. The most valuable asset of a company is its corporate image, including, of course, their brands.

But what about the corporate image? It is a State of opinion that an organization public acquire from numerous inputs received from her. Corporate image is a consequence of the business management rather than a variable communicative. This means that the image will be the result of global culture and corporate behaviour and not only of its communicative action. Aspects related to quality, customer service, financial profile, the corporate identity of its employees, the internal climate and many others, condition the corporate image in a remarkable way and require the strategy for their management to allow its control and management if you want to be effective. To understand the how and the why and its relationship with the image of the crisis management is necessary to establish some previous concepts: why is strategic and vital? Because, I repeat, the image is the most valuable capital since it is more expensive and difficult to build and very easy to destroy. Others who may share this opinion include Cowan Financial. Reconstruct the image of a company that has deteriorated due to a negative campaign is three times more expensive than building it. A company’s image is built in years and can be destroyed in a few minutes in the media, which can sometimes be builders, and in others, unfortunately, very destructive. A good logo, institutional colors or flashy communicative messages are not enough to promote, disseminate and maintain a good image is the behavior of the entire organization the best letter of presentation of the company! There is no point saying one thing and, in practice, doing something totally different.

One of the best ways to solve a crisis situation is avoiding them at all costs, preventing them and prepare for any eventuality of this type. Today many organizations (and many executives) leave that audiences they find out eventually what they are and what they do, without worrying too much because it happens, forgetting precisely that: as you can see trying to you therefore, corporate image should be incorporated as part of organizational planning processes. The image must be planned and controlled at every moment. Reasons why there is to maintain a good corporate image: A positive corporate image is an essential condition for the continuity and strategic success. A solid corporate image is an incentive for the sale of products and services. It helps the company to hire the best employees, it attracts investors, generates trust between the internal and external audiences. A strong corporate image creates an added value to a company and ensures that it is one step ahead of their competitors. A good image helps the company attract the necessary people for its success: customers, partners and employees. Errors are inevitable, what counts is how we respond to them, that is what the handling of crisis.