THE INFLUENCE OF CRISIS SITUATIONS ON INTEGRATED MARKETING COMMUNICATIONS AND THE INTERNAL ENVIRONMENT OF THE ENTERPRISE

Abstract

In today's unstable conditions in the world, one of the most important and main aspects of the successful operation of an organization is its effective internal and external communication. After all, the lack of established communication channels, both inside the organization and outside it, can cause such consequences as the loss of control, both over the company itself, and the loss of potential consumers. Since clearly formed channels of communication between employees and divisions of the company, between the company itself and consumers help to better understand each other, to understand the needs of consumers and company employees. This article is devoted to the study of the impact of crisis situations on integrated marketing communications and the internal environment of the enterprise as a whole. The emergence of the COVID-19 pandemic, the full-scale invasion of the territory of the Ukrainian state by a terrorist country caused a series of events from which Ukrainian business will have to recover from such upheavals for a long time. After all, with the change in the behavior of consumers in modern conditions, a clearly formed communication algorithm of companies with them and constant support is necessary. This article examines the essence of the definition of integrated marketing communications and their role in business. The main aspects of the role of integrated marketing communications are defined. The role of integrated marketing communications in improving the company's internal communications is analyzed. Ways of using integrated marketing communications to support companies of different levels are considered. The main aspects of the impact of martial law on integrated marketing communications are analyzed. The impact of the COVID-19 pandemic on integrated marketing communications in business is also considered. The role of integrated marketing communications in improving the company's internal communications is clarified. The most famous crisis situations in Ukraine and EU countries and their impact on integrated marketing communications in general are analyzed.