Peculiarities of Ukrainian Business Communication in the Conditions of the Russian-Ukrainian War
Peculiarities of Ukrainian Business Communication in the Conditions of the Russian-Ukrainian War

Author(s): Liudmyla Zubrytska, Alla Zinchenko, Iryna Titarenko
Subject(s): Social Sciences, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: business communications; communications; crisis communications; full-scale Russian-Ukrainian war; reputation; trust; volunteering
Summary/Abstract: The article examines the peculiarities of communication of 10 Ukrainian companies during the full-scale Russian-Ukrainian war. It has been proven that in wartime, a business has a high level of trust among employees, consumers, residents of the community where the business operates, and local suppliers. According to the results of the study, it was established that the peculiarities of business communication in the conditions of the Russian-Ukrainian war are empathy in the tone of communication voice, changing the focus of communications, highlighting the issues of assistance to the Armed Forces of Ukraine and the company's contribution to solving the country's humanitarian problems (aid to hospitals and rehabilitation centers, internally displaced persons, provision of humanitarian aid to residents of frontline regions), strengthening of communication in social networks. Based on the conducted research, the authors formulated recommendations for business companies regarding communication during crises, which have a positive effect on the formation of public trust and the company’s reputation.

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