A crisis refers to a situation where a company’s survival is at risk. Crisis management involves either preventing such situations in advance or minimizing the damage when a crisis occurs, with the aim of halting further crises. Crises can encompass unforeseeable events like large-scale natural disasters, acts of terrorism, or scandals. The spread of the novel coronavirus is also categorized within this realm. Of course, there are many preparations that can be made in advance, including response manuals, inquiry channels, reporting structures, statements, designated personnel, and practice for top-level press conferences. While the approach may vary slightly based on the specific incident, the fundamental step is rapid information gathering. Trust between the client and crisis management team is absolutely crucial. Following a crisis, an immediate response team is established, and crisis experts well-versed in areas such as hospitality, food, healthcare, and more, provide global services tailored to specific roles.