Crisis Management in the Media Sector: Analyzing Brand Communication Strategies and Public Relations Technologies

Abstract

Although there are large advantages of coaching interventions, some limitations to our study are the imbalance of the coaching experience of participants, varying length of the programs, and the heterogeneity of professional groups. These variables can have some role in the nature of change, and, therefore, the conclusions must be generalized with care. Further research must concentrate on causal interactions among personal psychological processes of coaching, the effects in steady and crisis environments with long term outcomes, and the simulation of the effects of digital platforms on professional identity and autonomy of professionals. The article is a combination of statistical analysis of sociological data (2020-2025), case studies of the most popular Ukrainian media in the war, and a survey of the audience perception (n = 347). The effectiveness of crisis communication in relation to media literacy, information consumption, and trust was evaluated by means of statistical analysis. The common digital media crisis-management mechanisms were identified in case studies, and the effect of age, source type, and frequency of news consumption on audience reactions was analyzed by the MANOVA. The outcome of empirical research revealed the statistically significant age-based differences in perception of crisis brand communication by media (Trace = 0,380; F(51, 987) = 2,806; p <0,001). Likewise, the rate of news consumption has a great influence on the list of evaluations of media messages in crisis (Trace = 0,415 by Pillai; F(34, 658) = 5.061; p<0,001). Moreover, there were major disparities in the audience evaluation of the crisis communications based on the type of the main channel of news receipt ( Trace of Pillai = 0,579; F(34, 658) = 7,892; p =0,001). Therefore, the results substantiate the fact that the age, the degree of involvement in the media content, and the information format are major factors that alter cognitive and evaluative responses of the audience. The findings indicate that the perception of crisis communication depends on age, source type, and news consumption, so it is suggested to use segmented approaches to the target audience, and media literacy, media transparency, and regulation of information loads can be used as methods to build trust in and the effect of messages.