Chaika, Oksana2021-11-112021-11-112021-112616-6828https://bspace.buid.ac.ae/handle/1234/1931The purpose of this research lies with exploration of the contrast between management (crisis management) and leadership styles in senior to junior levels of communication in higher education across Ukraine. The term ‘crisis management’ includes the three stages, i.e. pre-crisis, crisis per se, and post-crisis management in higher education. The hypotheses are to examine the extent to which crisis management style prevails over leadership or vice versa in current educational settings and implementation feasibility of coaching educational culture along with leadership. This study mainly used a qualitative approach to reach the set objectives under the research aim. The evidence obtained in the course of initial stage of the experiment and study demonstrates a huge gap between best practices in theory and practical innovations in and around the country. Identified decrease in performance excellence in the times of pandemic in higher education proves a burning need for changing styles in leading an educational institution, teaching and learning modes. Conclusion suggests moving from the known pre-crisis, crisis, and post-crisis management to the tactical leadership coaching, situational and strategic leadership coaching styles, respectively.encrisis managementleadership coachingtactical leadership coachingsituational leadership coachingstrategic leadership coachinghigher educationArticle