In 2021, it goes without saying that good communication during a crisis is very important. However, while many organizations communicate from an intrinsic desire to be there for people in difficult times, some organizations primarily communicate to ensure they themselves get through the crisis as unscathed as possible. This is where the difference lies between the fields of crisis communication and reputation management, two domains that are often lumped together.

In a recent article for Ad Rem (click here to read the article in Dutch), the professional journal of the Association for Business Communication (Dutch website), Robbert Meulemeester and Stijn Pieters set the record straight. They discuss in great detail one of the principles shared by both domains: avoid looking shifty.