Crisis Communications of Ukrainian Media During the Period of Full-Scale Invasion: Theoretical Aspect

Introduction. The article examines the issue of crisis communications of Ukrainian online media in the context of Russia’s full-scale invasion of Ukraine. It is emphasized that modern media operate in a dual crisis – both military and informational – which increases social vulnerability and requires new approaches to communication strategies. Relevance and Purpose. The relevance of the study is determined by the need for a theoretical understanding of the role of media in overcoming crisis situations, countering disinformation, and strengthening societal resilience. The purpose of the article is to analyze theoretical approaches to the essence of crisis communications in journalism and to outline their specificity in the Ukrainian information space during wartime. Methodology. The study is based on a review of scholarly works by Ukrainian and foreign researchers. Methods of analysis and synthesis were applied to systematize academic approaches; the comparative method was used to identify differences in crisis communication concepts; and the descriptive method was employed to represent the results. Results. The study found that crisis communications represent a complex process of information management under conditions of uncertainty, aimed at minimizing the negative consequences of crisis situations and building trust. Ukrainian media during the war play a key role in countering disinformation campaigns, maintaining public morale, and consolidating society. The main tools of crisis communications include the nationwide television marathon United News, fact-checking initiatives, as well as the use of social media and mobile applications. Despite the relatively high effectiveness of these practices during the crisis, several issues were identified: superficial coverage, deviation from journalistic standards, and audience information overload. Conclusions. Crisis communications in Ukrainian online media today serve not only as a tool for timely information delivery but also as an element of strategic defense aimed at protecting national interests and countering information aggression. They form part of a broader national security system and therefore require a systemic approach, as well as coordination between media, the state, and the expert community.