Abstract
The article analyses the latest research on the topic of the article; the relevance of the publication is determined; the study of the positions of Ukrainian and foreign companies to the events in Ukraine is carried out; the main features of public relations during hostilities are considered; the tools used by companies to strengthen their positions in the market are defiined; the importance of working with their staff as part of each communication campaign is established; it was found that the general sphere of public relations has moved towards more empathetic companies, with a clear public position, which positions itself as conscious, which is manifested in helping Ukraine, the army and the economy in general; humour is identified as one of the tools of public relations, which contributes to the improvement of the psychological state of a person. Keywords: brand, brand essence, communication processes, public relations, military communications, strategies of companies in Ukraine, marketing promotion tools.
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