In the modern business environment, the role of crisis management in a reputational crisis proves to be crucial for preserving the company's reputation. Focusing on specific risks, as well as strategies in the process of reducing the company's reputational crisis, the importance of a proactive approach in dealing with challenges that can threaten the image is recognized. Key elements are digital presence, transparency in communication, social responsibility, influence of social media, global reach and local adaptation, crisis management and analytics and measurement of success. Today, it has become imperative for businesses to start monitoring their digital presence through online platforms, social media and reviews to quickly respond to guest feedback. Transparent communication, including admitting mistakes and openly facing challenges, builds trust among stakeholders. Social responsibility is becoming more and more important, and every company, through active participation in the local community and sustainable practices, creates a positive perception. Social media play a key role in the rapid dissemination of information, so it is important to monitor sentiment on these platforms and react to events in a timely manner. Global reach implies understanding different cultures and adapting strategies to local contexts. Crisis management becomes inevitable in a dynamic environment, and companies, in the context of preserving their reputational image, should excel in quickly identifying, suppressing and minimizing the negative effects of crisis situations on reputation. Measuring success through analytics, speed of reaction, efficiency of communication and reduction of negative impacts on reputation enables constant improvement of practices. Through continuous learning from past experiences, regular analysis of the effectiveness of strategies and adjustment of crisis management plans, every company can thus build resistance to reputational challenges. The role of crisis management in preserving the reputation of the processed example of the Hotel Mediteran in Crikvenica stands out as an indispensable element of the entire business. Integrated strategies, transparency and responsible business are the keys to long-term success and the trust of the community and guests.