Comprehensive Approach to Organizing Marketing Communications in Crisis Conditions

This article explores approaches to organizing marketing communications during a crisis. The study aims to systematize and enhance the existing theoretical and methodological foundations of marketing communications and develop a comprehensive approach to organizing marketing communications in crisis conditions. The article examines the essence and significance of marketing communications in modern economic conditions, emphasizing their role in ensuring effective interaction between a company and its target audience. Based on a review of the literature, various approaches to defining marketing communications are justified: the instrumental approach, which emphasizes specific tools; the systemic approach, which considers marketing communications as an integrated system of elements to create a coherent message; the information-communication approach, focusing on the importance of information exchange between the company and the market; the communication-environmental approach, highlighting the significance of interaction with various audiences and the need for message coordination; and the managerial approach, which views marketing communications as a process of managing interactions with the external and internal environment. The author defines marketing communications as a systematic and strategic process of interaction with target audiences aimed at creating a positive company image and achieving marketing objectives. Key aspects of successfully applying marketing communications during a crisis include transparency, flexibility, innovation, and a focus on long-term relationships with consumers. The study proposes a comprehensive approach to organizing marketing communications in crisis conditions, ensuring sustainable customer interaction, enhancing their trust and loyalty to the brand, and effectively achieving marketing goals even in challenging market conditions. The key stages of this approach include analyzing the market environment and target audience, defining goals and objectives, developing key messages, selecting communication channels and tools, creating loyalty tools and programs, integrating communication tools, implementing strategy, monitoring and evaluating results, and analyzing and adjusting the plan. A distinctive feature of the proposed approach is its focus on rapid strategy adaptation, a unified system of communication channels and tools, various media platforms, and the systematic nature of communication processes.