IMPROVEMENT OF THE COMMUNICATION POLICY OF PJSC "PHARMACEUTICAL COMPANY "DARNYTSYA"" IN WAR CONDITIONS

Abstract

The article examines the features of the communication policy of enterprises in crisis situations, in particular war. The role of communication strategy in building trust, maintaining the stability of business processes and strengthening interaction with key audiences is highlighted. It is determined that during crisis periods, effective communication is an important tool for maintaining the loyalty of consumers, partners and employees. The domestic pharmaceutical market is studied. It is established that the pharmaceutical market of Ukraine continues to demonstrate resilience and adaptation to new economic conditions, maintaining positive development trends. The paper considers the example of the pharmaceutical company "Darnytsia", which actively uses communication policy to implement socially significant projects. Special attention is paid to the creation of an educational hub on the company's official website, which places materials on methods of improving the psychological state in stressful conditions. It is proposed to expand the mentioned initiative by organizing educational events for students. In particular, lectures, seminars and trainings should help raise awareness of the importance of mental health, develop stress resistance skills and prevent psychological disorders. To understand how interesting and useful the proposed project is for the target audience, a survey was conducted among students. The results of the study concluded that the project is necessary for modern youth and can interest them in cooperation to improve the emotional state of students. In addition, the integration of modern digital tools, such as online platforms, video content and interactive resources, is proposed, which will allow reaching a larger audience and increasing the effectiveness of the implementation of such measures. The research methods included an analysis of existing communication strategies, studying the social impact of educational initiatives and systematizing data on the psychological state of young people. The results showed that such an initiative can not only help improve the emotional state of students, but also increase trust in the Darnytsia brand and strengthen its reputation as a socially responsible company. The conclusions emphasize the importance of further research into the impact of educational programs on target audiences, as well as the need to scale them up nationally to expand social impact.