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.

37 Conclusions Crisis PR is a complex and strategically critical function at the intersection of communication theory, organizational tactics, and cultural sensitivity in global firms. As this article has shown, the success of crisis communication depends not only on the choice of response strategy but also on alignment with the crisis type, cultural context, and the expectations of various stakeholder audiences across multiple markets. Theoretical frameworks like SCCT and IRT provide solid analytical tools for assessing corporate crisis response; the narratives of Johnson & Johnson, Volkswagen, and British Petroleum offer useful empirical and illustrative case examples that demonstrate the positive and negative implications (in the context of intense public interest) of certain communication choices. Pre-crisis readiness, cultural adaptability, and stakeholder-centered communication are now more crucial than ever due to the rapidly changing speed of information in the digital ecosystem. International corporations that proactively invest in crisis communication strategies position themselves not only to adapt during crises but also to recover from them with enhanced credibility and a lasting competitive edge. REFERENCES: 1. Fearn-Banks K. Crisis Communications: A Casebook Approach. 5th ed. New York: Routledge, 2017. 352 p. 2. Doorley J., Garcia H. F. Reputation Management: The Key to Successful Public Relations and Corporate Communication. 3rd ed. New York: Routledge, 2015. 452 p. 3. Ulmer R. R., Sellnow T. L., Seeger M. W. Effective Crisis Communication: Moving from Crisis to Opportunity. 3rd ed. Thousand Oaks: SAGE Publications, 2018. 248 p. 4. Coombs W. T. Ongoing Crisis Communication: Planning, Managing, and Responding. 5th ed. Thousand Oaks: SAGE Publications, 2019. 232 p.