نبذة مختصرة : Introduction. Crises of different origins can seriously damage the reputation of authorities and undermine their legitimacy. This is largelydue to the widespread use of the Internet, and web 2.0 technologies, in particular social media. Today, it is not the crisis incident itself thatplays a key role in social discontent, but the way information about it is communicated. Moreover, the turning point in the transition of anevent into a crisis often is not a physical action, but a communicative one. The aim of the study is to establish the peculiarities of thedeployment of crisis communications in the modern world. The tasks are to determine the essence of crisis and crisis communications andto identify the main directions of their deployment. Research methodology includes a sociocultural methodological approach, methods of asystematic analysis, comparison, and critical analysis. Research results. Any crisis situation requires the immediate influence ofmanagement structures in conditions of increased uncertainty and escalation of events. Crisis phenomena are an integral element of thepolitical process, since politics, as a regulatory and control sphere of society, implies the presence of a constant clash of interests ofindividuals and large social groups. A crisis situation, acting as a kind of violation of the traditional and usual state of affairs in the politicalsystem of society, immediately attracts attention and causes concern on the part of citizens, since a political crisis carries a potential dangerto social stability. Crisis communications is an activity aimed at establishing effective interactions between the organization (authority) andsociety in order to maintain its stable reputation and minimize reputational risks before, during, and after the impact of the crisis. Crisiscommunications have in their arsenal special crisis (namely, diagnosis, directed forecasting, and crisis management) as well as adaptivetechnologies. Discussion. Analyzing the activities of mass media in crisis situations, the latter ...
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