The article actualizes the problem of developing a strategy and tactics for protecting a brand’s reputation in a crisis situation. The key elements of a crisis communication plan are described, tools are analyzed that help to reduce the reputational costs of an organization in a crisis. The virtualization of communications and the expansion of network interactions necessitate the use of the potential of modern media for wider coverage of target audiences in order to strengthen brand reputation. It is shown that the effective management of information flows, the use of PR technologies in new media along with traditional methods of organizing crisis communications in new media makes it possible to reduce reputational risks to a minimum. Implementation of the policy of active Internet presence through the organization and management of network communications forms another basis for successfully overcoming crisis phenomena, correcting reputation, increasing awareness, and ensuring a more stable brand position.
reputation, brand, crisis communication, communication tools, brand reputation protection
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