Brand Communication Strategies and PR Technologies for Crisis Management in the Media Sector

Liudmyla Mialkovska; Iryna Abramova; Dariia Smolych; Аlla Hubina; Oksana Zelenko; Larysa Sadova

doi:10.63931/ijchr.v7iSI1.2.425

Authors

Liudmyla Mialkovska Department of Foreign and Ukrainian Philology, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0000-0002-9044-1496
Iryna Abramova Department of Management, Faculty of Business and Law, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0000-0002-1241-0520
Dariia Smolych Department of Management, Faculty of Business and Law, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0000-0002-6444-9486
Аlla Hubina Department of Foreign and Ukrainian Philology, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0000-0002-8966-9581
Oksana Zelenko Department of Management, Faculty of Business and Law, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0000-0002-9004-0203
Larysa Sadova Department of Foreign and Ukrainian Philology, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine. https://orcid.org/0009-0001-1202-5411

DOI:

https://doi.org/10.63931/ijchr.v7iSI1.2.425

Keywords:

communication culture, psychology of trust, emotional reaction, brand management, PR technologies, crisis management

Abstract

Relevance: The relevance of the study is due to the rapid growth of the role of brand communications and PR technologies in ensuring stability and trust in the media during crises, which has become especially acute in the context of global challenges in recent years.
Methods: The article uses a set of methods that combines statistical analysis of aggregated sociological data (2020-2025), case analysis of leading Ukrainian media during a full-scale war, and the author’s quantitative study of the audience’s perception of brand communications of media resources (n = 347). Results: The results of the empirical study showed statistically significant age differences in the perception of crisis brand communication by the media (Pillai’s Trace = 0.380; F (51, 987) = 2.806; p < .001). Similarly, the frequency of news consumption significantly affects the set of assessments of media communications in crisis (Pillai’s Trace = 0.415; F (34, 658) = 5.061; p < .001). In addition, the type of the main channel for receiving news showed significant differences in the audience’s assessments of crisis communications (Pillai’s Trace = 0.579; F (34, 658) = 7.892; p < .001). Conclusions: The findings show that the perception of crisis communication depends on age, type of source, and frequency of news consumption, so it is advisable to apply segmented strategies adapted to the audience, while increasing media literacy, media transparency, and regulating the information load to increase the credibility and effectiveness of messages.

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