Summary

The business world is characterized by a dynamic transformation. Laws of the market and consumer preferences are changing with great speed, and entrepreneurs need to learn how to adapt and respond quickly to new conditions of entrepreneurial reality. The rapid development of human civilization, in which the speed of technological developments and discoveries outstrips human ability to comprehend and perceive it, dictates the new requirements for modern entrepreneurs and products offered to the consumer. If we consider the complex of marketing - the greatest transformation has been marketing communications.

Rapid development of communication channels via the Internet induces the need for continuous marketing communication with the consumer. Communication becomes more personalized. The entrepreneur wants to take into account the personal desires of customers, in order to increase the emotional dependence on his brand. This became possible due to the increase in the number of Internet users. But this also contributed to an increase in the number of crisis situations caused by uncontrolled marketing communications. In the example of the " Dieselgate" crisis, we see how this leads to financial consequences. To ensure sustainable economic development, an enterprise needs to approve an algorithm of actions in the event of a crisis communicative situation. The algorithm for responding to the crisis, approved by the company, will allow:

- to respond in a timely manner to crisis situations,
- to have consistent and coordinated communication actions,
- a single information message in different sources of communications will allow to recreate a favorable information background for the enterprise,
- accelerate the overcoming of the crisis situation.

The company needs an approved crisis response algorithm to create a clear communication line aimed at overcoming the crisis and minimizing financial losses and risks.

Keywords: marketing communications, crisis, company.