Topic of this research paper is of non-verbal communication within crisis communication. The research deals with the layout of important factors in understanding non-verbal communication in general. The aim of scientific research is to point out the importance of non-verbal signals in crisis communication. Through the case study, the differences between the reactions of the three groups of respondents were pointed out. Each group was tasked with imagining themselves in the position of a endangered target audience of a fictitious organization, then assessing the range of feelings associated with that situation. Afterward, each group was assigned to watch a video that presents a press release for that organization. The first group watched a video involving aggressive and dominant non-verbal cues. The second group was assigned a video with signs of insecurity, nervousness and insincerity, while the third group viewed a video that reproduces confidence, honesty and remorse. After watching the video, they repeated the test.The results show that the intensity of negative emotions decreases after each video; the second resulted in a greater decrease in negative emotions than the first, and the third higher than in both previous ones. Additional questions ask for the opinion of the respondent what factors influences their perception of the message the most. It turns out that the majority of respondents consider them to be tone of voice and gesture. The research concluded that the right choice of non-verbal communication can enhance the work of public relations professionals when it comes to crisis communication.