Organizations prepare for crisis communication by designing, implementing, and evaluating procedures, scenarios, and emergency measures. In addition to crisis communication, risk communication is a concern for many organizations as well. Risk communication is viewed as an interactive, multi-actor democratic process. Traditionally, risk communication is seen as a linear, top-down, elitist, expert-to-public approach. In this paper, the relation between crisis communication and risk communication is described. In addition, a model is presented based on the notion that crisis communication should be proactive, and focusing on the management of the relation between the organization and its relevant stakeholders or the organization’s reputation. The new thinking on the risk communication process is essential for an organization’s crisis and reputation management.