An original view on overcoming the consequences of man-made disasters and others crisis situations in the energy sector is presented with the help of a specific and little-studied spin doctoring technology. The article comprehensively reveals the concept and role of spin doctoring, as an effective PR tool for anti-crisis communication, with the key functions and mechanisms of its application identified. Innovative spin doctoring practices are summarized, as implemented by one of the authors in the Russian electric power industry, nuclear energy and in relation to alternative generation projects in the conditions of agricultural business while working for the state corporations Rostec, Rosatom, VEB.RF, in the Rosseti electric grid holding and the Agropromkomplektatsiya group of companies. New methodological approaches to the theory of spin doctoring and practical recommendations are proposed for energy companies to implement in their crisis management activities. The researchers have provided in-depth analysis of the effectiveness of the use of special spin doctoring techniques by companies of foreign and domestic fuel and energy complex in man-made accidents and catastrophes, as well as in a number of socially significant technological incidents. Both positive and negative aspects of responding to crisis situations are considered. The results obtained in the course of the study can be used in the anti-crisis activities of management bodies and information policy and communications (public relations) departments of energy and related industries.