Public relations as a growing component of the modern world, due to its speed of reaction sometimes loses the basic principles of ethics. Ethical norms and ethical behavior within each organization express its seriousness and efforts to advance in the business world. A lack of ethical norms and ethical behavior in public relations is considered a disadvantage and a loss for an organization that is trying to build a reputation and position itself in the market as a competitor. According to the basic principles of ethics and the moral norms it advocates, any crisis communication that takes place to prevent or stop a crisis must contain principles not to further inflame them by the lack of ethics. By following the rules of ethical behavior, individuals and organizations have a better chance of overcoming the crisis. Just as ethics is an essential part of crisis communication, so one of the most common ways of crisis communication is apology. The apology draws its roots from Ancient Greece, and to this day retains the main criteria used in individual or corporate apologia. Apology is the most pronounced and effective way to start crisis communication are proving to be extremely effective in practice. Although individuals and organizations sometimes avoid this approach to crisis communication, to avoid pleading guilty, sometimes the results of avoidance are even more dramatic and cause the crisis to escalate, and additional public condemnation that can have serious business consequences. Following the rules of ethical norms in apology and communication during the strategy of apology is considered in crisis communication as a norm that achieves faster recovery from the crisis, and faster forgiveness of the public.