Public relations is growing as a scientific discipline. It is recognizable by the specialization of the field itself. One branch is the crisis communication. More and more organizations are aware of the threats they are exposed to. Living in postmodern times means that everything is relative, and the reputation built over the years is especially fragile. Though there are many definitions of the crisis, simplest way to describe is that it refers to the situation where usual procedures are harmed. In dealing with the crisis it is very important to take strategic perspective. Being proactive can help preventing crisis from happening at all, or minimize its negative consequences. If that is not the case, communicators should use some of the reactive strategies. This essay represents the research of characteristics of crisis communication of The Agrokor Group in 2017, by using content analysis as a method. That year The Group faced with the financial difficulties. Research is divided into two parts. On the one hand research is focused on Večernj.hr site, in order to examine determinants of the media cover about Agrokor. On the other, the official web press releases of The Group are analyzed. Afterwards in a combined manner the results are presented. Purpose of this research is to examine in what scale the actual work follows the patterns crisis communication scientists are talking about. In this connection the goal of this essay as a whole is to bring theory and practice together in this public relations field.