This thesis investigates the integration of crisis communication into public relations strategies through the examples of two crises that affected Coca-Cola in Croatia and Belgium. Crisis situations present a challenge for any organization, and successful crisis communication is crucial for maintaining public trust and protecting the company's reputation. By analyzing official statements and company responses, the 5C and 3L crisis communication models were applied to assess the effectiveness of the crisis response. The research shows that both Coca-Cola Croatia and Coca-Cola Belgium exhibited deficiencies in their communication strategies. In both cases, the lack of clarity, control, and expertise in communication resulted in increased uncertainty and distrust among consumers. Although there was some concern for the situation, the absence of concrete information and a proactive approach further worsened the perception of the crisis. Comparative analysis indicates similarities in the approach to crisis communication despite the 24-year gap between the two crises, suggesting the need for a more systematic approach and better integration of crisis communication into public relations. The conducted research emphasizes the importance of timely, transparent, and empathetic communication during crisis situations. The thesis concludes that there is a partial positive correlation between the integration of crisis communication into public relations strategies and effective crisis management. However, significant improvements are necessary to ensure better preparedness and response in future crises.