American billionaire Warren Buffett: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that you’ll do things differently.” That’s why knowing how to communicate in a crisis is vital – doing it in the right way can mean the difference between maintaining your reputation and irreparable damage which could threaten your business’ survival. Covid-19 has taught us that a crisis can hit at any time, so whether you’re dealing with a social media gaffe, mass redundancies, a legionnaires outbreak or a factory fire, being prepared is the only option if you want to retain customer confidence.