CRISIS PR AS PART OF A BRAND MARKETING STRATEGY

Abstract

The article presents a comprehensive theoretical and applied analysis of crisis PR as a system-forming component of a brand’s marketing strategy in the context of digital transformation, increasing reputational risks, and growing informational turbulence. It is substantiated that within the contemporary paradigm of integrated marketing communications, crisis PR extends beyond a reactive response to negative events and transforms into a strategic mechanism for managing brand resilience, audience trust, and corporate competitiveness. The study examines the evolution of approaches to understanding crisis communications — from a tool aimed at neutralizing reputational threats to an integral element of strategic brand management. It is argued that crisis situations directly influence key marketing performance indicators, including customer loyalty, engagement levels, demand dynamics, market share, and financial outcomes. Particular attention is paid to the necessity of integrating crisis PR tools into marketing analytics systems, enabling their impact to be assessed through relevant KPIs such as media tone, audience reach, trust indicators, customer retention rates, and behavioral responses. Special emphasis is placed on the digital environment in which brands operate today. Social media platforms simultaneously function as channels for the dissemination of reputational risks and as instruments for building trust and transparency. The research highlights that response speed, message consistency, transparency, and personalized interaction within digital communication channels are decisive factors in the effectiveness of crisis PR. Based on a systemic approach, the study identifies the multi-level nature of integrating crisis communications into the marketing model of a brand, encompassing reputational, behavioral, branding, and strategic dimensions. The article generalizes contemporary academic research and practical cases, particularly within the Ukrainian socio-economic context characterized by heightened uncertainty and instability. It is demonstrated that under such conditions crisis PR performs not only a reputational risk mitigation function but also serves as a strategic adaptation tool, strengthening brand value through socially responsible positioning and stakeholder engagement. The findings confirm that the effectiveness of crisis PR depends on the degree of its integration into the overall marketing strategy, alignment with the brand’s value positioning, and the use of analytical mechanisms for monitoring the information environment. It is concluded that crisis PR has become an indispensable component of strategic brand management, ensuring adaptability, communication coherence, and long-term competitive resilience in an environment of constant change.