The article is based on the goal - to show the decisive role of PR technologies as a way of regulating anti-crisis communications. The use of this complex of measures by a commercial organization in this area plays a special role at the present stage of the development of the information society. Refusal to use anticrisis communications in a timely manner in dealing with crisis situations, or inadequate use of them in working with audiences, reduces efficiency and the ability to withstand the external and internal threats and weaknesses of a commercial organization. These technologies play a special role at the present stage, when many organizations are experiencing one crisis situation after another.
Keywords: PR, crisis management communications, crisis situation, commercial organization, media, image, target audience, communication channels, information field.