Communication Management for the Successful Promotion of Goods and Services in Conditions of Instability: Attempts at Scientific Reflection

Communication management is critical in promoting products and services an environment of volatility. It involves creating effective communication strategies to reach the target audience provide them with information they need make informed purchasing decisions. The research aims study identify most ones ensure full-fledged operation organization negative conditions its activity. methodology comprises general scientific (analysis, synthesis, induction, deduction) special (abstraction, concretization, comparison) methods. results analyze systematize potential risks for companies process goods under uncertainty also offer practical recommendations minimizing risks. was revealed that main directions managing communications instability are creation and/or strengthening a strong company brand, use digital marketing, as well crisis strategies. noted that, general, promotion complex responsible task requires comprehensive evidence-based approach. Relying on reflection causes instability, interaction strategies, it possible not only promote but shape more stable sustainable future company.