ANTI-CRISIS COMMUNICATIONS AS A TOOL FOR OPERATIONAL MANAGEMENT OF ORGANIZATIONS

Abstract

In today's highly dynamic external environment, market instability, information threats and global challenges, effective crisis management is becoming a critical factor in the stability and development of organizations. In today's conditions of constant turbulence in the external environment, globalization of the economy, hostilities, information wars and unpredictable social upheavals, organizations are increasingly faced with crisis situations that threaten their stability, reputation and ability to function. Traditional approaches to operational management are insufficient to effectively respond to such challenges, especially when it comes to communication with personnel, partners, customers and the public. Anti-crisis communications, as a component of management processes, are designed to ensure a quick and effective response to the crisis, minimize information threats, reduce panic and disorientation, and maintain trust in the organization from key stakeholders. The article examines the role of anti-crisis communications as a key tool of operational management, ensuring the preservation of functional integrity, adaptation to changes and minimization of the negative consequences of unforeseen situations. The essence of the concept of "anti-crisis communications" and their differences from ordinary management communications are analyzed. It is noted that in times of crisis, the importance of the speed of information transmission, its reliability, openness and ability to build trust among both internal and external stakeholders increases. Anti-crisis communications act not only as a means of informing, but also as a lever of influence on management decisions, the emotional state of personnel and the reputation of the organization. The paper analyzes the stages of building an effective anti-crisis communication strategy within operational management, including: risk assessment, planning response scenarios, creating a communication team, monitoring the information space and feedback. Examples of successful use of communication approaches during crisis situations in organizations of various fields are given.