The Importance of Managing Crisis Communication

“Crisis communication is increasingly important in companies. It is a threat to relations with a target audience and as relations are increasingly weak, any threat can break them. Ideally, crisis communication should not be seen as the last link, but as another link in prevention and preparation.” Yago de la Cierva, Director of Crisis Communication at the agency PROA Comunicación, explains why crisis communication is so important and what the experience of an external consultant in managing a crisis can contribute. In addition, he explains how the Boeing crisis could have been better managed.