With the changing world, uncertainties and risks have increased for businesses, and it has become important to know and implement new management approaches. Crises threaten the existence of institutions and cause a negative image. Efforts to reduce the negative effects of crises and solution-oriented strategies are evaluated within the scope of crisis management. This study discusses the processes, objectives and advantages of reactive and proactive management approaches. Crisis management is a process that requires preparations for every business and is important for the sustainability of the business. While proactive management has a structure that foresees preventive measures, reactive management aims to minimize damage by exhibiting a solution-oriented approach to developing problems. Although both management styles may be needed in the lifeline of the organization, a proactive approach is considered a more effective method in terms of the company's efficiency and effectiveness.