ANTI-CRISIS COMMUNICATIONS TERMS OF PRESERVENCE THE COMPANY'S REPUTATION DURING QUARANTINE

Abstract

The purpose of the article is related to the search for new anti-crisis tools and methods to protect and support the company's reputation in the context of the COVID-19 pandemic. The reputation strategy does not always take into account new social approaches to consumer communication in the modern online environment. The methodology consists of the application of empirical methods of included observation. This methodological approach allows us to reveal and analyze certain threats to the reputation management of enterprises that are formed under the influence of the emergence of specific consumer habits in quarantine conditions of self-isolation, and to identify problems of a reputation as trust in business in the conditions of hypersensitivity of consumers during the corona-crisis. The scientific novelty of the work is to expand the understanding of anti-crisis communications to preserve the company's reputation. Conclusions. The reputational risks of companies in the context of the COVID-19 pandemic are growing and becoming unpredictable due to the sensitivity of consumers to the brand. Active social campaigns of organizations allow not only to provide anti-crisis management but also to protect the reputation as preventive methods of countering potential crises. By identifying the basic anti-crisis capabilities of organizations, communication solutions were found to protect the reputation from crises. Of course, a reputation crisis can affect any company, so an instant readiness to respond to potential threats, choosing the right channels for informing the audience, can help prevent long-term consequences. Ignoring the negative because of incompetence or fear of harming the company's reputation can lead to disastrous consequences. Therefore, the willingness to find and start working with a source of negativity, shifting the focus of the audience's attention to a positive agenda, a related information channel, or resolving the situation will not only stop the flow of negativity towards the company but also use the resulting case to improve its reputation.