OPTIMIZATION OF COMMUNICATION MANAGEMENT IN CRISIS CONDITIONS: THE ROLE OF TRAINING AND COACHING TECHNOLOGIES

Abstract

In the context of constant socio-economic, political and security challenges faced by Ukrainian business and the public sector, the issue of effective crisis communication management is of particular importance. The article considers approaches to optimizing communication management in crisis conditions through the implementation of training and coaching technologies. Against the backdrop of increased turbulence in the external environment, there is a growing need to build adaptive models of personnel management, where effective internal communication plays an important role. It has been determined that training programs contribute to increasing employees' awareness of crisis strategies, developing anti-crisis behavior skills and forming a unified communication field. In turn, coaching acts as a tool for the individual development of managers and key employees, focused on strengthening personal responsibility, increasing motivation and confidence in difficult conditions. Regular trainings increase employees' readiness to respond to force majeure situations and confidence in solving tasks in difficult information conditions. This is especially relevant for managers who must quickly assess risks, make decisions, and coordinate team actions. The paper systematizes typical communication problems in crisis situations (uncertainty, panic, information chain disruption, loss of trust) and analyzes the potential of modern training technologies (simulations, case studies, facilitation sessions) in overcoming them. It also examines the role of coaching in building trust between management and staff, preserving corporate culture, and ensuring stability in times of change. Training and coaching technologies in communication management increase the organization's adaptability, the quality of decision-making, and the effectiveness of overcoming crises. Their systematic implementation helps not only minimize losses, but also turn a crisis into a point of growth. The conclusion is made about the feasibility of systemic integration of training and coaching approaches into strategic communications management, which creates the prerequisites for organizational stability, support of team potential and readiness for new challenges in the future.