Nowadays, efficient business and crisis communication is considered to be one of the most important aspects of business that organizations use not only to protect themselves, keep their reputation and position in the market, but also to ensure a positive image in public and in times of crisis. Crisis management, as a term close to the emergence of crisis communication, is the process, or the way in which an organization maintains the survival of its business, its stakeholders, or the general public. Challenges in crisis management include resilience, sustainable supply chains, quick and accurate decisions, continued recovery and sustainable management. In the case of unsuccessful management, the public turns to successful organizations, and the influence of the media must not be neglected, which mighty power can greatly hurt the organization. This thesis analyzes crisis communication and the business crisis itself, as well as the impact on public relations in the case of the Agrokor Group. Accordingly, the aim of this thesis is, in addition to analyzing crisis communication and management and the consequences in the case of poor implementation of the one, to analyse the crisis communication of the Agrokor Group during its crisis period. The analysis showed an extremely poor quality of implementation crisis strategies by the Group, as well as poor crisis communication with the public, which resulted in a bad image in the same public. Finally, it is concluded that the company initially did not give information to the public and did not want to present the current situation to the public, so that suppliers in potential fear would not further deepen the crisis by termination of the contract. As the public became aware of the situation in time and thus begins to put pressure on the organization and its members, the company began to pay attention to crisis communication and expressly began convening various conferences, where statements were made by members of the organization, associates and politicians. This way of communicating with the public has disturbed the media space, and all shown above, present the importance of business and crisis communication in modern times.