Proceedings of the International scientific and practical conference ―Science at the Turning Point of History‖ (May 25-27, 2026) / Publisher website: www.naukainfo.com. – Lviv, Ukraine, 2026. - 362 p.

30 MARKETING AND LOGISTICS ACTIVITIES UDC 314.1 Chernyaga Lyudmila Petrivna Candidate of Economic Sciences, associate professor Pavlenko Violetta Viacheslavivna Student State university of trade and economics Kyiv, Ukraine CRISIS PR IN INTERNATIONAL COMPANIES Abstract. This article examines crisis public relations as a strategic management tool employed by international companies operating in volatile global environments. The study explores the nature of corporate crises, their classification, and the PR mechanisms used to mitigate reputational damage. Drawing on real-world cases including Johnson & Johnson, Volkswagen, and British Petroleum, the article analyses the effectiveness of different crisis communication models, including the Situational Crisis Communication Theory (SCCT). Special attention is given to the role of digital media and social platforms in shaping crisis narratives in the contemporary landscape. The article concludes with a set of practical recommendations for building crisis-resilient communication strategies in multinational corporations. Keywords: crisis PR, crisis communication, international companies, reputation management, corporate crisis, SCCT, public relations strategy, digital media.