The image is very important to the survival and development of the organisation. For any organisation, positive reputation is the most critical to achieving long-term success and the prestige maintenance must be ensured through internal and external communications. This is also the premise of communication between the organisation and the public because people are willing to deal with organisations that they trust. Regardless of the causes, the most crucial and immediate problem is how to response to the development of events and its communications when a crisis occurs in an organisation, However, it’s appropriate strategy and application are largely dependent on different situations. In this paper, the key points that an organisation should address seriously in facing a crisis are studied. These include how to be in control of the situation within the shortest time in the advent of the crisis; to direct its development; and to communicate internally and externally according to the plan of the organisation.