When a corporate scandal in which a company is attacked in the media and its reputation is at risk, the first reaction of many companies is to produce a massive advertising campaign to deny, reject or clarify the negative messages.

Publicity would be one of the communication tools to use, but also could be that crisis management is not used as an advert whenever applicable.

Recall that, in a crisis management organization want the messages to generate credibility, and who knows whether it will be better than others to speak rather than what organization make.

The communication strategy in response to a crisis management will be designed after a diagnosis of the depth of the crisis. There should be a professional and scientific analysis to determine exactly where we are and how we want to solve the crisis.

In many cases it has been found several times, there are cases where an advertising campaign harms far more than helps the position in the context of discourse on issues of public debate.

In terms of institutional communication and in a critical situation, in most cases a release has more credibility than any television commercial, radio, newspapers or any alternative means.

Then investing in an advertising campaign in these conditions is a bad decision that does not work.

There is a case of a bottling company in Europe which suffered a fall in sales, due to a decision of the municipal council in their hometown to order the closure of the business as late night entertainment until 12:00 the night. The measure was to reduce the extreme high crime taking place in the early morning.

They started running in all local news testimonials from hotels, restaurants, discos and night clubs that were to lay off staff due to close early.

Reports about the decline in hotel occupancy for the same reason became the news of the day, resulting in a poor image of the city as an international destination.

The union of taxi drivers, waiters, bartenders, caretakers, guides and other employees of the entertainment industry began to emerge at night in many ways because they rejected the measure prejudice directed at them and their families.

The authorities of the municipal council had to reconsider the measure and seek alternative solutions to reduce crime without affecting the city and keep the jobs in these times.

In the above case, advertisement was not used at all, but instead communication tools were used that were effective alternatives in solving a critical situation that was leading to bankruptcy for many companies.

The correct definition of hearings defines communication tools as an appropriate crisis management.