The evolution of crisis communications in the era of global disinformation: New reputation management models for multinational corporations

The article analyzes the transformation of crisis communication strategies of multinational corporations in the context of global disinformation. The purpose of the study is to identify and systematize new models of managing reputational risks that are adequate to the modern challenges of the information environment. The work addresses objectives such as studying the impact of disinformation on crisis dynamics, evaluating the effectiveness of traditional and digital communication protocols, and developing practical recommendations for corporate structures. Based on the analysis of international cases and academic research, it is demonstrated that successful management of reputational crises requires the integration of advanced media analytics, preventive monitoring of digital platforms, and strategies for proactive dialogue with stakeholders. The results of the study have practical significance for professionals in the field of corporate communications and reputation management.