Crisis is an unplanned, unwanted and negative process which lasts for a limited period of time in a certain organization. Its negative impact may endanger the long-term survival of the business. However, when the routine way of operating changes occurs, many companies recognize the opportunity for making a change in the way of thinking, introduction of organizational changes, improvements or introducing a control system or a new corporate culture. The greatest danger for organizations in the period of crisis is the loss of reputation. Crisis communication, according to professional standards, assists the organization in the positive and stable recovery from the crisis. Therefore, it may be concluded that crisis represents both a danger and an opportunity at the same time. Crisis communication is the key issue in any crisis. Communication is the bridge between two sides – the public and the company. It is a bond which helps understanding of the damaging event, informing the public about problem solving, removing fear and the lack of trust which the crisis had caused.