The aim of this paper is to identify the features and problems of crisis communication on the example of the organization “Piškornica Ltd.” and identify to what extent the lack of a crisis plan harmed the reputation of the company. By identifying problems and possible crises, survey will identify various techniques which the company used at the time of crisis. The case study method will also analyze the documents that the company publicly released on the official web pages. The survey also analyses publications of local and national private media. The method of a semi-structured interview conducted with the chief executive officer of “Piškornica Ltd.” company shows consequences for the company in real time in regard to the events mentioned. The survey confirms both hypotheses of this paper and the analysis of the content shows that the observed company did not communicate in accordance with theoretically-set rules for crisis communication. Due to the lack of a crisis communication plan, in analyzed event company “Piškornica Ltd.” suffered a large reputational damage.