Path of Science: International Electronic Scientific Journal

This research aims to identify and characterise key influencing factors that impact the effectiveness of crisis communication campaigns. This study has identified and characterised key factors influencing the effectiveness of crisis communication campaigns, namely the speed of the company's response to a crisis, clearly defined roles and responsibilities of the company's crisis management team, the nature of the crisis, understanding public sentiment, and the choice of communication channels. Factors influencing the presence of a crisis management team within a company have been characterised. This study has shown that a company's consideration of the nature of a crisis will impact the definition of the crisis communication campaign's objectives, understanding of stakeholder needs, and considering their specific characteristics and values when conveying messages into the information space, which will facilitate the application of appropriate crisis communication measures to achieve the stated goal. It has been determined that understanding public sentiment will enable companies to employ crisis communication tools that can effectively shape public opinion regarding the company's crisis and/or influence its trajectory. The importance of selecting communication channels for crisis communication campaigns has been substantiated, as each audience has its specific communication channels that depend on the speed of information delivery, the level of trust in communication channels, the interaction of communication channels, and other factors.

The conducted research has demonstrated the importance of considering factors influencing the effectiveness of crisis communication campaigns for modern companies that constantly face the threat of crises in their operations. Understanding the specific characteristics of factors affecting the effectiveness of crisis communication campaigns will not only enable the minimisation of negative consequences of a situation but also provide opportunities for the company's growth and resilience.

crisis communication; PR campaigns; social communication; crisis PR

1. Irfan, M., Hussain, A., Ghulam, R., Agha, S. J., Hijab, F. Z., (2022). Factors Influencing of Public Relation in Crisis Communication Management: A Qualitative Investigation of Organisation. Central European Management Journal, 2250-2271.

2. AlSaqer, L. (2018). The role of public relations in crisis Communication planning in Bahraini organisations. KnE Social Sciences, 3(10), 76. doi: 10.18502/kss.v3i10.3104

3. Zhu, Y., Bowen, S. A., & Lyu, X. (2022). Messenger nationality, media scepticism, and crisis communication effectiveness: Huawei's YouTube messages as perceived in the U.S. International Journal of Strategic Communication, 16(1), 111–126. doi: 10.1080/1553118x.2021.2014499

4. Isaac, E. (2024). Comparative Analysis of Public Relations Strategies in Crisis Management across Industries in Ethiopia. American Journal of Public Relations., 3(1), 46–57. doi: 10.47672/ajpr.2056

5. Coombs, W. T. (2022). Ongoing Crisis Communication: Planning, Managing, and Responding (6th ed.). Sage Publications.

6. Coombs, W. T. & Holladay, S. J. (2002). Helping crisis managers protect reputational assets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 16, 165-186.

7. Haiovych, H., Shykhnenko, K., & Arekhteichuk, O. (2023). Kryzova Komunikatsiia: Zarubizhnyi Dosvid i Realii Ukrainy [Crisis Communication: Foreign Experience and Ukrainian Realities]. Naukovyi Visnyk Derzhavne Upravlinnia, 2 (14), 134–161. doi: 10.33269/2618-0065-2023-2(14)-134-161 (in Ukrainian).

8. Podzihun, S. (2024). Stratehii Kryzovykh Komunikatsii Pid Chas Viiny [Crisis Communications Strategies During War]. Economies Horizons, 2-3(28), 139–148. doi: 10.31499/2616-5236.2(28).2024.305969 (in Ukrainian).

9. Dziana, H. O., & Dzianyi, R. B. (2022). Upravlinnia Komunikatsiiamy V Umovakh Kryz [Managing Communications in Times of Crisis]. Dniprovskyi Naukovyi Chasopys Publichnoho Upravlinnia Psykholohii Prava, 2, 13–21. doi: 10.51547/ppp.dp.ua/2022.2.2 (in Ukrainian).

10. Koulman, A. (2023). Stratehii kryzovykh komunikatsii [Crisis communication strategies]. Kharkiv: Fabula (in Ukrainian).

11. Melnychuk, O. S. (1982). Etymolohichnyi Slovnyk Ukrainskoi Movy [Etymological Dictionary of the Ukrainian Language]. Kyiv: Naukova Dumka (in Ukrainian).

12. Busel, V. T. (2005). Velykyi Tlumachnyi Slovnyk Suchasnoi Ukrainskoi Movy [A Large Explanatory Dictionary of the Modern Ukrainian Language]. Kyiv: Perun (in Ukrainian).

13. Elliot & Co. (2024). The Anatomy Of A PR Crisis: Key Steps For Effective Crisis Management. Retrieved from https://www.linkedin.com/pulse/anatomy-pr-crisis-key-steps-effective-management-qri9c

14. Bharti, R. (2024). Crisis Communication: Mastering the Art of Managing a PR Disaster. Retrieved from https://www.linkedin.com/pulse/crisis-communication-mastering-art-managing-pr-disaster-bharti-pasaf

15. Prots, R. (2024). Prychyny ta Naslidky Kryzy yak Vyklyk dlia Suchasnoi Systemy Ekonomichnoi Bezpeky Pidpryiemstva [Causes and Consequences of the Crisis as a Challenge for the Modern System of Economic Security of the Enterprise]. Tsyfrova Ekonomika ta Ekonomichna Bezpeka, 1 (10), 80–83. doi: 10.32782/dees.10-14 (in Ukrainian).

16. Ivanchenko, K., & Bilovodska, O. (2024). Kontseptualni pidkhody do vyznachennia ta klasyfikatsii kryz u diialnosti subiektiv hospodariuvannia [Conceptual Approaches to Specifying and Classifying Crises in Operations of Business Entities]. Bulletin of Taras Shevchenko National University of Kyiv Economics, 224, 28–36. doi: 10.17721/1728-2667.2024/224-1/4 (in Ukrainian).

17. Shatilova, O. (2020). Kryzovi Yavyshcha yak Ob`iekt Upravlinnia [Crisis Phenomena as an Object of Management]. Visnyk Khmelnytskoho natsionalnoho universytetu, 1, 155-159 (in Ukrainian).

18. Hudz, M. (2023). Povedinkova Ekonomika v Umovakh Viiny: Vplyv Emotsii na Ekonomichni Rishennia Hromadian [Behavioural Economics in Times of War: The Influence of Emotions on the Economic Decisions of Citizens]. Ekonomika ta Suspilstvo, 50. doi: 10.32782/2524-0072/2023-50-27 (in Ukrainian).

19. Telnov, A. S., & Reshmidilova, S. L. (2020). Rozvytok Povedinkovoi Ekonomiky U Pryiniatti Ekonomichnykh Rishen [Development of Behavioural Economics in Economic Decision-Making]. Ekonomichnyi Visnyk Seriia Finansy Oblik Opodatkuvannia, 5, 160–170. doi: 10.33244/2617-5932.5.2020.160-170 (in Ukrainian).

20. Bazetska, H. I. (2021). Ekonomichna Povedinka v Umovakh Nevyznachenosti [Economic Behaviour Under Uncertainty]. Economic Theory and Law, 4(47), 53–68. doi: 10.31359/2411-5584-2021-47-4-53 (in Ukrainian).