The article examines crisis management in the media sector with a focus on brand communication strategies and public relations technologies. Contemporary approaches to managing communication crises in a rapidly evolving digital information environment are analyzed. The role of PR technologies in shaping and maintaining media organizations’ reputation during crisis situations is discussed. Key tools of effective communication are identified, including crisis strategies, media monitoring, information flow management, and engagement with target audiences. The study emphasizes the importance of a systematic approach to crisis management as a prerequisite for maintaining audience trust and brand stability.
