Abstract

The Covid-19 crisis has put to the test many social structures processes. Corporate communication and public relations are examples of these processes that face an unprecedented situation, difficult to foresee and from which lessons will have to be drawn for the future. In this article, a mixture of research and essay, we intend, based on theory, and on the experience and some studies carried out by communication professionals as well, to reflect on how the pandemic crisis of the Covid-19 affects and will condition the practice of corporate communication in general and two of its areas of specialization, internal communication and corporate social responsibility (CSR). We emphasize the importance of organizations in assuming that reputation is a risk and that this risk must be managed with public relations tactics and tools, because the pandemic crisis of the so-called coronavirus has revealed the importance for organizations and brands of managing trustworthy relationships with their publics.