Conceptual Models of PR Management in Ensuring the Communication Stability of Organizations within Crisis Situations

This article investigates the conceptual models and strategic mechanisms of Public Relations (PR) management in mitigating crisis situations that arise within modern corporate governance systems. Throughout the study, systemic problems encountered by enterprises are scientifically analyzed, and their chains of destructive factors are identified. The paper develops a functional matrix of PR management and organizational measures across pre-crisis (proactive) and in-crisis (reactive) phases. Furthermore, a model of strategic principles of PR activity in crisis situations, as well as a sequential filtering block that assesses risks prior to engaging in media communication, are conceptually modeled. Conclusively, the hierarchical levels of PR management are systematized, and practical recommendations are put forward for the post-crisis restoration of enterprises' trust (reputational) capital.