This chapter presents main challenges to the field of corporate crisis management and crisis communication, as well as to small and medium-sized enterprises (SMEs) during the Covid-19 pandemic. Despite variations in state strategies for dealing with Covid-19, conditions and ways of handling the crisis of the SMEs appear to be quite similar in Denmark, Norway, and Sweden, lending confirmation to the idea of a specific Nordic model. As SMEs were not prepared for this type of crisis, many of them turned to their trade associations for help in dealing with the problems created by the pandemic (lockdown, no income, lay-offs, etc.). Hence, based on a small explorative study, we also discuss in this chapter the role and communication of the trade associations in Denmark, Norway, and Sweden, acting as intermediaries between companies, government, media, and the public in the rhetorical arena of the Covid-19 pandemic. The trade associations succeeded in increasing the media coverage of SMEs, which had an important impact on solutions such as state support packages and the communication with members (extra-communication) and staff despite lockdown and remote work.