Family busniess is an important component of the world economy. The importance of the family business is recognised by national authorities that support its development. This brings numerous advantages with itself, but at the same time, the owners of the family busnesses are faced with numerous challenges while managing their businesses. Crises are inevitable in entrepreneurship and all kinds of companies are faced with them, regardless of the way they are managed as well as their ownership structure. Family businesses are faced with an additional challenge: interlinking of family and business goals. In those cases, the importance of quality and open communication is crucial, as well as everywhere else; including employers, media and other public companies. In this paper, the influence of the negative publicity towards the family business in tourism has been presented. By the selected empirical example, the crisis that strucked the company has been demonstrated, as well as the strategies that were used in oreder to respond to it. Interviewing an expert in the field of communication in crisis, the critical insight on the whole situation that strucked the company has been opened. In the situation of crisis – regardless of the type of the company – it is extremely important to openly talk to employers, instructing them how to behave in the times of crisis, as well as to be open and accessible towards media.