ТРАНСФОРМАЦІЇ КРИЗОВИХ КОМУНІКАЦІЙ У МІЖНАРОДНОМУ БІЗНЕСІ ТА НЕПРИБУТКОВИХ ОРГАНІЗАЦІЯХ ПІД ВПЛИВОМ ТЕХНОЛОГІЧНОГО ПРОГРЕСУ

In a complex and unpredictable contemporary world, every organization, regardless of size or preparedness level, faces unexpected challenges. How an organization navigates and communicates during such times determines its long-term success and resilience. The paper examines how today’s rapidly evolving, hyperconnected, and culturally diverse ecosystem has redefined communication practices, strategic planning, and core components of crisis and sensitive issue communication for multinational organizations in a multicultural context. Through qualitative interviews with communication professionals from various fields, the study highlights the transformation from traditional, static, and hierarchical communication to dynamic, adaptive, and audience-oriented models. Key findings underscore the pivotal role of an audience-centric and culturally sensitive approach, with real-time monitoring in the strategic planning of crisis and sensitive issue communication.