The use of information innovations in the formation of an anti-crisis PR strategy

The article examines the role of information innovations in shaping the anti-crisis PR strategy of companies. Key tools such as monitoring, communication and financial strategies, as well as risk management are analyzed. Special attention is paid to the integration of modern technologies, including artificial intelligence, social networks and chatbots, which increase the effectiveness of crisis management. An example of the successful use of innovations by the Russian VTB bank is given. The advantages of information innovations are highlighted: speed of response, accuracy of analysis, interactivity and improvement of reputation management.