At this point, we turn to the second item in our book’s subtitle—Crisis Communication. Over the remaining chapters, we will discuss the topic from a few different angles to explore what this discipline covers and, importantly, to explain what a crucial contribution it makes in times of adversity. While in such a situation several entities in the organization have a role to play, depending on the nature of the business and the essence of the crisis, the Corporate Affairs function has the ultimate responsibility to steer the company vessel through choppy waters: In this chapter, we are going to cover the Theory of Crisis Communication, beginning with some reflections on the term “crisis” itself and the significance of the broader VUCA environment companies operate and societies live in today. Next, we will review several definitions of crisis, and how these have evolved over time, to arrive at a common understanding of the concept. This is followed by a section introducing theoretical parameters relevant to analyzing and categorizing individual crisis scenarios—causes and triggers, stages, and types of crises. Finally, we will assess the Situational Crisis Communication Theory (SCCT) making, in a nutshell, the case that different degrees of culpability should determine an organization’s communication in moments of crisis accordingly.