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Numerous branches of industry, involving the textile and clothing sector, are subjected to various negative trends of the COVID-19 pandemic period and other crises. Crisis management in a systematic manner within a company represents one of the possible replies aiming at reducing the adverse effects of these events. The analysis of companies' experiences in encountering such an unwanted event shows that good communication facilitates crisis management. The main goal of this paper is to consider the role of public relations in the crisis management. The first part of this paper considers different forms of crisis that every production company has to take into account. The middle part of the paper focuses on the crisis management process, and, also, analyzes possible communication strategies. In the final part of the paper, attention is paid to the recent experiences in terms of crisis communication management in well-known companies.

Management of communication in crisis situations in the textile and clothing companies