What is the term for attempts to protect and defend a company's reputation during a crisis?

The correct term for attempts to protect and defend a company's reputation during a crisis is "Reputation Management." This concept entails strategies and practices aimed at maintaining and improving the perception of an organization or individual, especially when faced with challenges or negative publicity.

Reputation management is crucial in a crisis as it focuses on effectively communicating with stakeholders, addressing concerns, and rebuilding trust. This process may include public relations efforts, timely and transparent communication, and proactive engagement with the audience to mitigate damage to the company's reputation.

Other options, while related to crisis management, do not specifically emphasize the aspect of defending a company's reputation. Apologies may form part of a response but do not encompass the broader strategic approach. Advocacy typically involves supporting a particular cause or policy rather than addressing reputational issues directly. Risk assessment involves identifying and evaluating risks, which is more preventive than reactive regarding reputation concerns.