The risks for the historic urban landscape in case of disasters by natural phenomena, earthquakes above all, solicit a reflection both on the wide meaning recently attributed to it, from which originate or should originate the guidelines of intervention plans, and on the tools, skills and strategies to permit such interventions by public institutions firstly under normal conditions and secondly during the emergency. A first essential factor for risk reduction is acting to prevent and protect during normality. Given adequate preparation (disaster preparation for Cultural Heritage) losses of livelihoods, cultural identity, and social cohesion can be mitigated before disaster strikes. Awareness about the value of cultural heritage and measures to protect it should be established in “normal” times; in their absence, heritage authorities can and should develop effective post-disaster heritage conservation strategies, that, however, require more resources and offer minor chances of success.