Crisis Communication is a strategic advantage for every organization. Effective communication establishes a strong reputation and hence a positive attitude of different audiences towards the company, which provides harm reduction under the outbreak of a crisis. In fact, no organization is immune to crises. Or, the actuality, periodic shows how poorly prepared for the crisis and implicit for the communication are often leaders of businesses, endangering the company's most valuable asset - "reputation". Under these conditions, effective communication, reflected in plans and actions will reduce or attenuate the immediate effects.