Crisis communication in human capital management during war: Addressing social and psychological challenges

The article proves that effective crisis communications, allow not only to inform staff about the current situation promptly but also to maintain stability and cohesion in the team, quickly adapt employees to new conditions, and maintain their productivity and psycho-emotional state. The study is based on the use of a wide range of methods for assessing social and psychological threats in the context of crisis communication, namely: the results of questionnaire surveys and sociological research by consulting agencies and international organisations to study and systematise social and psychological risks in the organisation; statistical analysis to identify the direction and dynamics of the development of the main manifestations of mental health; correlation and regression analysis to assess the impact of mental health on employees’. The development of crisis communication models in wartime is based on adapting classical crisis communication models and elements of strategic matrix modelling. The study was based on the results of surveys of employees of Ukrainian organisations for the period 2018-2023, which allowed us to determine the impact on their mental state of the biggest challenges of recent years, namely the Covid-19 pandemic and the war launched by the Russian Federation against Ukraine in February 2022.