The concept of public relations, just like the concept of crisis management, has attracted public attention over the last twenty years. That is why the role of crisis communication in public relations is analysed in this paper. The theoretical framework gave an overview of the growing public relations agencies market in Croatia, while the empirical part of the paper focused on crisis communication services of Croatian public relations agencies. Empirical research has shown that Croatian public relations agencies consider crisis communication as an integral part of public relations. Although crisis services are particularly prominent in their services, they rarely have contracts with their clients that are based exclusively on crisis communication services. Communication skills, knowledge of the client and the clients’ sector, proactivity, accessibility, literacy, digital literacy and creativity in strategy development are key skills for successful crisis communication. This study’s goal was to contribute to a better understanding of the concept of crisis communication and to determine the role that it has in the Croatian public relations agencies.