Proceedings of the International scientific and practical conference ―Cambridge Congress of Advanced Studies‖ (April 3-5, 2026) / Publisher website: www.naukainfo.com. - Cambridge, United Kingdom, 2026. - 350 p.

33 UDC 005.32:005.57:316.47 Nataliya Dyeyeva Doctor of Economic Sciences, Professor Uliana Shakhova 4th-year student, group 4–7, Faculty of Economics and Management of Enterprises State University of Trade and Economics Kyiv, Ukraine TRANSFORMATION OF CORPORATE COMMUNICATIONS: THE ROLE OF THE ENTERPRISE AS A TRUST BROKER IN CONDITIONS OF SOCIETAL POLARISATION Abstract. The article examines the role of communication strategy as a determinant of reputational resilience and enterprise capitalisation under contemporary information threats. It is argued that disinformation has emerged as a priority reputational risk directly affecting business financial performance. The authors propose a cyclical model of communication strategy consisting of four stages: environmental analysis, preventive positioning, crisis response, and coordination. The study demonstrates that the transition from reactive responses to proactive management of information risks enables the accumulation of reputational resilience, reduces the risk premium, and enhances the company‘s investment attractiveness. The research is supported by statistical evidence on global economic losses caused by disinformation and the level of media scepticism across leading international markets. Keywords: communication strategy; reputational resilience; market value; disinformation; preventive positioning (pre-bunking); trust brokering; corporate governance; brand equity; stakeholders In the contemporary business environment, reputation has become one of the most fragile intangible assets. A company‘s ability to maintain stakeholders‘ trust