The ubiquitous use of social media is forcing organizations to develop dialogic and interactive crisis communication strategies capable of dealing with increasingly systemic and frequent crises. Crisis communication must not only provide information, but also address the emotional needs of the audience, helping to effectively manage fears, concerns and negative emotions. The value of working with local authorities is important, as is identifying opinion leaders who can act as strategic allies in disseminating messages. The study provides useful tools for developing effective crisis communication strategies, strengthening organizational resilience, protecting corporate reputation and maintaining public trust.