Abstract

The relevance of effective communication during crisis situations cannot be overestimated, as it determines society’s ability to respond to challenges and maintain stability. The importance of communication and communication technologies from a sociological point of view lies in their influence on social cohesion, mobilization of resources and maintenance of social order.The article considers the correspondence of the components of the model of communication strategies in crisis situations in practice, in particular during the period of the COVID-19 pandemic and during the war in Ukraine, with the theoretical structural components of communication models. Theoretical models of crisis communication, such as SCCT (Situational Crisis Communication Theory), identify key principles that ensure effective communication: transparency, timeliness, credibility, consistency and empathy.This study analyzes how these theoretical principles are applied in practice in the conditions of war in Ukraine. Special attention is paid to communication strategies used by the Ukrainian government. Addressing the nation, informing the public through social media and international support campaigns are seen as key elements of successful communication.The analysis of cases made it possible to determine the correspondence of theoretical models to practical actions, confirmed the universality of the SCCT model, and also made it possible to formulate recommendations for further research on related topics. The results of the study confirm the importance of including each of the aspects for a successful exit from the crisis, as well as maintaining a stable situation in the communicative space of society during the crisis. Thus, the study emphasizes that effective communication not only contributes to the prompt resolution of crisis situations, but also ensures social cohesion and support of the nation’s morale in the face of challenges.