The discourse of public space has been brutalizing for years. The lack of social reactions, including media, which can be a sign of a kind of acceptance of the phenomenon, as well as a low level of legal responsibility, means that the communication of entities (companies, political parties and other organizations) in the social space goes far beyond the norms understood as the cultural construction of messages and creating a dialogue to implement the mission and goals of the entity. Therefore, it becomes important to determine how you can manage crisis communication to stabilize the entity’s situation. It is worth referring to the typology of crisis management in the social media space of W.T. Coombs assumes three levels of attribution of the subject’s responsibility, namely: the subject is a victim of a crisis, the subject has caused the crisis unknowingly and the subject has caused the crisis knowingly. In such a defined environment, the specificity of the hate should also be taken into account due to its subject, the subject of the hate and the author, and properly anticipate the effects of the hate in the context of managing the crisis situation of the entity, which will allow to choose the appropriate strategy of actions. Finally, it is necessary to indicate ways of reacting to the hate by the entities affected by it in the sphere of prevention and possible actions in the event of a hate crisis.