During an informal meeting, key experts in communication management – invited by the Association of Biotechnology Communicators, AcB – discussed the appropriate steps in managing communication crisis. Antonio Calvo Roy, President of the Spanish Association of Science Communicators (AECC), stressed the importance of manuals. Luis Serrano, Head of the Crisis Unit at LL & C, highlighted the significance of generating confidence and providing credibility. The moderator, Irene Tato, Secretary of ACB and CEO of SC Agency, led the discussion on self-criticism. All reached the conclusion that the biotech industry is not a one-direction mass communication channel anymore.