Crisis management is a critical component of corporate reputation management. No matter how reputable a company is, unexpected events such as product recalls, data breaches, or public controversies can occur. A well-prepared crisis management plan ensures quick, coordinated responses that minimize damage. This includes addressing the issue transparently, communicating with stakeholders, and taking corrective actions promptly. Companies that handle crises effectively can even enhance their reputation, as the public appreciates accountability and responsiveness. Without strong crisis management, however, a single incident can tarnish years of brand-building efforts, leading to lasting reputational harm.