An institution may find itself in a crisis during its work for certain reasons, and its career may be called into question due to poor management in a crisis situation or communication. Experiences from practice as well as credible literature affirm that one must prepare for a crisis situation because in this way its negative effects can be avoided, but it can also be overcome in an easier way, while in some crisis situations it can be a challenge in the business of an organization. Thanks to the quality management of the crisis situation, it leads to a positive reputation of the organization or company. Every practice, as well as available literature, is focused on management in crisis situations. No, in this work, special attention is given to the fire service and management in a crisis situation. According to the Firefighting Act, firefighting is a competent and humanitarian activity of importance for the Republic of Croatia. General clauses have been defined that determine the system and scope of fire services, under whose protection they are, what are their tasks and merits, as well as authorizations. It is an activity that always works in a crisis situation. Due to its very activity, the fire service is subject to a huge dose of stress, in the eyes of the public, management in a crisis situation represents stress for them, to which they are obliged to react. That is why their interaction and crisis management should be understandable, timely and open both within the organization and externally. No, a legitimate question arises, whether the media and the public recognize the importance of management in crisis situations and how this assumption reacts to the quality of the fire service and the development of its reputation in the community.