A crisis situation is a serious incident that affects the safety of people and the environment. A crisis situation is marked by loss, so it penetrates deep into a person's integrity, especially if he was not ready for it. ,,In a crisis situation marked by the loss of someone or something, a person goes through different stages and phases. Man is a human being and his personal and professional development depends on the skill of communication. Each of us has a need and desire to interact with others and communicate with each other. We learn the importance of communication from birth when we become aware of the effect on interlocutors.“ The development of technology and new media has further enhanced this effect. Social networks are virtual communities and groups of ,,people who communicate in different ways using blogs, e-mails, and who share videos, photos for social, business and educational purposes.“ In relation to direct communication, social networks provide greater opportunities for interaction and individualization. The subject of this paper includes an analysis of the role of the blog as a communication channel in crisis communication in the case of the Agrokor affair. ,,The aim of this paper is to investigate crisis communication as a form of communication that occurs in special conditions. Communication is a part of everyday life, so it is communicated in situations that may affect human security or the reputation of the organization.“ The business crisis comes suddenly and as an extraordinary event poses a threat to the organization in achieving its goals. In this paper, on the example of the Agrokor affair, the role of the blog as a communication channel in crisis communication will be presented. The results of the research should show who is responsible for the image of the corporation during and after the crisis, what was the crisis communication in the case of Agrokor, and how the corporation responded to the crisis. This paper seeks to contribute to the research of the role of the blog as a communication channel in crisis communication through the analysis of the case of the Agrokor affair.