This paper examines some aspects that motivate organizations accustomed to preventive approaches on risk management not to adopt systematic measures to manage corporate imagery risks. As contribution, it is intended to shed light on a traditional issue that confronts corporate communications professionals and top executives that controls the corporate communication budget: investment versus cost. Additionally this work argues the need of developing a methodology able to systematize the imagery risk management, accompanied by a series of paradigm changes in current practices on communication largely adopted by organizations: changing old reactive practices to confront negative events that affects brand toward a preventive practice oriented by positive arguments able to strength trust and value of the organizational imagery.