FEATURES OF THE USE OF ANTI-CRISIS COMMUNICATIONS IN CORPORATE REPUTATION MANAGEMENT

Abstract

Introduction. The article is devoted to the study and systematization of modern communication technologies for the formation and preservation of the company's corporate reputation in a crisis. Today, corporate reputation is one of the sources of sustainable long-term competitive advantage, and have the ability to be measured despite its abstract nature. The growing number of man-made catastrophes, natural disasters, accidents, epidemics, etc. is also convincing that crisis phenomena in the modern environment are inevitable. Uncontrolled flows of information lead to distortion of facts and as a consequence – the destruction of the company's reputation. Currently, the main tool to avoid or prevent crises and maintain a positive reputation for the company is anti-crisis communications. Goal – of the article is to analyze the basic communication technologies necessary for the successful exit of the company from the crisis situation with minimal loss of reputational capital. Methods. The method of abstraction and generalization is used to evaluate modern approaches in corporate reputation management; system analysis – to determine the main steps for effective communication in crisis situations. Results. The article substantiates the need to use modern technologies to build the company's reputation in a crisis, as the dynamics of changes in information and communication technologies in today's conditions necessitates and is important for companies to build an effective system of communication with the public. The current concept of increasing the share of intangible assets in the value of the company, in particular such as corporate social responsibility, voluntary quality certification, use of environmentally friendly technologies, corporate reputation is one source of sustainable long-term competitive advantage, and have the ability to measure despite its abstract nature. The article groups the main mistakes during the organization's anti-crisis campaign and proposes the main steps for effective communication in crisis situations, which will minimize the damage caused by the crisis.