In this paper was discussed what public relations is how it has developed and what it serves. The aim of the paper was to explain the importance of public relations discipline in crisis situations, how they affect planning and proved effective communication before, during and after the crisis. Thus, from all the above we can conclude that public relations is an example of social science, which has the task of analyzing trends and predicting their consequences. They further serve to advise managers and implement planned programs and actions with the purpose of serving the organizational and public interest and thus preserving the image of the organization. Public relations practitioners have the task of planning, establishing and maintaining a good reputation, and maintaining understandable two-way communications between the organization and its publics. In the event of a crisis in the organization, this part of two-way communication is one of the most important items things when addressing the public. There are three phases of the crisis, the first phase in crisis planning is the pre-crisis phase which aims to create a plan and team for crisis management and have a good spokesperson in case of crisis we come to the second phase which is crisis response and repair insight into the company and the last post-crisis phase is the part when a company returns to its standard business and improves the reputation of the organization. This paper also lists two world-famous and successful cases in the fight against the crisis.