This final paper describes the role and importance of managers in crisis communication. The aim of the paper is to demonstrate the application of basic models and instruments used by management in the diagnostic and prognostic analysis of the external and internal environment of enterprises in the conditions of a business crisis. The empirical part of the paper deals with research of respondents on the role of managers in crisis communication. A business crisis is a specific, unexpected and remarkable event or series of events that cause a high level of insecurity and threats to the achievement of the organization's strategic goals. There are three levels of crisis - a potential crisis, a latent crisis and an acute crisis. The symptoms of the crisis are visible in the financial area and in the area of impact realization. Crisis management is part of enterprise management, ie crisis management. Responsibility for possible bankruptcy but also the merit of possible exit from the crisis is solely on the side of management.