This chapter seeks to provide a systematic and empirically grounded answer to the question of the impact of the refugee crisis on the European Union (EU)’s reputation as international organization. It provides relevant insights and lessons into how international organisations can manage critical situations, and how these experiences can inform international organisations digital diplomacy. The sources of reputation stem from stakeholder experiences of an organisation. These experiences are influenced by an organisation’s activities and the “noise” in the system, such as the media and interpersonal exchanges. The growing importance of the public dimension in organisations’ daily activities is reflected in the realm of international affairs, as online reputation-management has become a core component of contemporary diplomacy. A more proactive reputation-management approach in times of crisis would not change overnight how an international organisation such as the EU is perceived by the outside world.