When an organization faces a reputational crisis, it enters a post-mortem analysis phase. This step, carried out with a fresh perspective once the crisis is over, involves the affected organization and its communications agency, if applicable. Conducting this post-mortem analysis is essential because crises are exceptional events, offering few learning opportunities, with the possible exception of cases like Uber.

A post-mortem crisis analysis involves evaluating the effectiveness of the prevention and detection measures implemented, verifying the quality of the crisis communication, and measuring the impact of the incident. It also provides an opportunity to analyze the spread of the crisis, identifying the triggers and information channels, in order to draw the necessary lessons to improve procedures in the future.