Sadašnje vrijeme je turbulentno, počevši od financijskih, naftnih te političkih kriza što potencijalno može poduzeća dovesti u kriznu situaciju, te poduzeća moraju izaći iz te krize na što bezbolniji način. Uz sve alate internog djelovanja u samoj krizi (otkazi, štednja, restrukturiranja, promjena strategije i ciljeva poslovanja), prema samoj javnosti može djelovati kriznim komuniciranjem. Kroz ovaj rad će se prikazati uloga tog komuniciranja u procesu upravljanja krizom kao bitnog faktora potrebnog za izlazak, odnosno svladavanje krize. Poseban naglasak bit će stavljen na krizno komuniciranje u zrakoplovnoj industriji, posebice kod prisilnog slijetanja zrakoplova Croatia Airlines u Zürichu u Švicarskoj u rujnu 2013. godine te kako se zrakoplovna kompanija snašla u sprječavanju daljnjeg širenja krize.

Present time is turbulent, starting with financial, gas and political crises that can potentially drive companies to crisis and due to that companies must find the way of getting out of crisis in most harmful way. With all tools of internal acting during the crisis (layoffs, savings, restructuring, changing of strategies and goals), company can act towards public through crisis communication. In this paper will be shown the role of crisis communication in process of crisis management as one of key factors for overcoming crisis.Primary accent will be given on crisis communication in aeronautical industry, especially during forced landing Croatia Airlines aeroplane in Zurich, Switzerland in September 2013 and how did the company managed in further crisis prevention. Furthermore, it will be shown how they communicated towards public and also how other companies communicate in crisis situations.