Anti-crisis media communications of brands during the period of political and economic instability
DOI:
https://doi.org/10.47475/2070-0695-2023-48-2-75-86Keywords:
crisis, paracrisis, SVO, media communication, brand, social networksAbstract
The purpose of the study is to examine several cases of foreign companies leaving the Russian market, identify the effectiveness of brand communication messages and summarize the methods of media communication relevant to any crisis. The relevance of the article is connected with the turbulence of the modern world and with the rapid development of new media: these factors have revealed the need to look for new approaches to the study of crises and their overcoming. Using the example of three cases of withdrawal from the Russian market of foreign companies associated with the start of a special military operation in Ukraine – Nestle, Renault and McDonald’s – the authors consider the anti-crisis communications of these brands. The article shows the communicative pressure exerted by the media and stakeholders on brands and the increasing role of the Internet, primarily social networks, in the development and overcoming of the crisis.
The material for the study was publications related to the brands McDonald’s (now – “Delicious and Period”), Nestle and Renault for the period from January 1 to September 1, 2022, primarily English-language, selected by Google search, both in the media and social networks, and on the websites of the companies themselves. Publications were selected by keywords – company names.
The authors, based on the content analysis of publications about the mentioned brands during this period, as well as analyzing the statements of companies on their websites, come to the conclusion that the chosen “focus on the victim” is the most effective among other brand strategies during the crisis associated with extreme political and economic conditions.
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