CRISIS COMMUNICATION: FOREIGN EXPERIENCE AND REALITIES OF UKRAINE

Abstract

The purpose of the study is to analyze Ukrainian and foreign (American) theoretical studies and practical developments in crisis communications and to determine the features of crisis communications. To study the core of crisis communications, the methods of theoretical analysis and synthesis, as well as the method of abstraction are used to highlight the most important features of the phenomenon. Comparative analysis of practical manuals on crisis communications was conducted to identify common features and differences between them. It is established that the ability to work with information during a crisis – its constant monitoring, generalization, preparation and transfer to all parties involved, etc. – is achieved through the methods and means of crisis communications. This paper analyzes the concepts of “crisis situation”, “emergency situation”, “dangerous event”, reveals a certain interdependence between them and refutes the synonymy of these terms. The state of development of crisis communication field in the United States is considered; the main areas of research and certain theoretical foundations of crisis communication as a basis for developing strategies for managing and responding to crisis situations are characterized. It is found that American research focuses on the ability of managers and all stakeholders to collect, disseminate and adapt critical information by realizing the type of crisis situation and taking into account the needs of the local community. It is also found that practical recommendations for creating timely and understandable information messages for people affected relate to message transmission, time of information dissemination, its understanding and possible reaction to the messages. The types of communication in crisis situations that are used in practice are highlighted. The authors propose a model of effective communication in a crisis, which includes the following components: exchange of information about events between all parties involved, awareness of the tasks to overcome the crisis, making consolidated decisions and informing with instructions for action. Further research should be aimed at studying crisis communication strategies and their adaptation to the needs of communities under the martial law.