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.

38 The proposed cyclical model of communication strategy ensures the continuity of reputation management — from early threat detection (monitoring) to the formation of audience resilience (pre-bunking) and operational crisis response in accordance with ISO 22361:2022. Effective communication is translated into tangible economic benefits, including an increase in the P/E multiple, enhanced investment attractiveness, and the preservation of brand equity. Reputational resilience thus becomes a foundation for minimising legal and recovery costs while transforming risks into opportunities for strengthening market positions. REFERENCES: 1. World Economic Forum. (2025). Global Risks Report 2025 . Available at: URL: https://www.weforum.org/publications/global-risks-report-2025/ (accessed 02 April 2026). 2. Des faux avis à la manipulation politique : la désinformation coûte 417 milliards de dollars à l’économie mondiale (2026). Available at: URL: https://www.latribune.fr/article/tech/intelligence- artificielle/67082920189517/des-faux-avis-a-la-manipulation-politique-la- desinformation-coute-417-milliards-de-dollars-a-l-economie-mondiale (accessed 02 April 2026). 3. Dyeyeva, N. E. (2025). Reputational crises under digital transformation. In: Science, Technology and Culture: Integration and Prospects . Proceedings of the International Scientific and Practical Conference (November 3–5, 2025). Kharkiv: naukainfo.com , pp. 75–82. Available at: URL: https://naukainfo.com/conference?id=71 (accessed 02 April 2026). 4. Edelman. (2026). 2026 Edelman Trust Barometer . Chicago: Edelman. Available at: URL: https://www.edelman.com/trust/2026/trust-barometer (accessed 02 April 2026). 5. Soares, G. S. (2026). Infodemia: how digital platforms use disinformation and information overload for profit . Available at: URL: