Organizations also face various types of crises; the image crisis being considered the most dangerous one. The effects of an image crisis can occur either immediately or after a certain period from the onset of the crisis, or, an image crisis primarily affects the identity elements of the organization. Minimizing or counteracting the effects of an image crisis requires the application of response strategies and techniques. As the local environment shows us, companies react differently to crises, depending on the severity of the situation, experience, professional training and knowledge. In order to set up a clearer and more eloquent picture of how things are in this regard, we set out to investigate the techniques used in the communication process by two food companies from the Republic of Moldova.