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.

35 As a result, the continuous implementation of this cycle leads to the accumulation of reputational resilience, reflected in increased stakeholder trust, enhanced resistance to disinformation attacks, and the preservation of brand equity. Collectively, these factors exert a positive influence on the company‘s market value by reducing the risk premium, increasing the price-to-earnings (P/E) multiple, and improving investment attractiveness. A feedback loop ensures continuous adjustment of the strategy based on both financial and reputational KPIs. The phenomenon of the ―infodemic‖ and the broader crisis of trust reinforce the need to transform communication strategy into a key instrument for managing market value through mechanisms of preventive positioning and the enterprise‘s role as a trust broker [5]. Based on the synthesis of methodological approaches to communication and reputation management, the authors develop a cyclical model of communication strategy as a determinant of reputational resilience and the market value of an enterprise (Fig. 1). The model comprises four interrelated functional blocks integrated into a continuous management cycle.