Creating an image is a process that requires the right strategy and tools, so this task is best entrusted to a professional PR agency . The foundation of image activities is corporate PR , that is, a set of activities that affect the perception of the company. In addition to this, effective image care also involves anticipating unexpected situations and managing in a crisis. Crisis PR is an effort to prevent a crisis, but also to respond quickly and skillfully to a crisis, which ultimately helps to alleviate its negative effects.