MANAGEMENT OF EXTERNAL COMMUNICATIONS OF MEDIA ORGANIZATIONS UNDER MARTIAL LAW: FEATURES AND DIRECTIONS OF TRANSFORMATION

Abstract

The article examines the specific features of managing the external
communications of media organizations under martial law and identifies the main directions of
their transformation under the impact of the full-scale Russian-Ukrainian war. It is substantiated
that, under current conditions, the external communications of a media organization should be
regarded as a comprehensive system of managed interaction with audiences, public authorities,
military institutions, advertisers, partners, international and donor organizations, civil society and
expert communities, other media outlets, and digital platforms.
It is established that martial law has resulted in a shortening of the information cycle, changes in
media consumption patterns, increased informational, security, and reputational risks, the growing
prevalence of crisis-driven communication, and greater dependence of media organizations on
digital distribution channels.
The factors driving the transformation of external communication management are systematized,
and corresponding managerial solutions are identified. The necessity of ensuring not only the
timeliness and reliability of information but also its compliance with security requirements is
demonstrated. The importance of diversifying communication channels, adapting content to
different audiences, monitoring the information environment, managing reputational risks, and
proactively developing crisis response scenarios is substantiated.
An adaptive model for managing the external communications of a media organization under
martial law is proposed. The model involves a continuous cycle comprising the monitoring of the
external environment, identification of information needs or risks, identification of relevant
stakeholders, development and verification of messages, security assessment, selection of
communication channels, dissemination, analysis of audience and stakeholder responses, and
adjustment of subsequent managerial decisions.
Keywords: external communications, media organizations, media management, communication
management, martial law, strategic communications, crisis communications, information security,
digital platforms, media audience, reputation, stakeholders.

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