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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Transformation of Advertising and Public Relations As Part of Marketing Communications of an Enterprise Under Martial Law
Sheptukha O. M., Tokhtamysh T. O., Vinnychenko O. V.

Sheptukha, Olena M., Tokhtamysh, Tetiana O., and Vinnychenko, Olena V. (2026) “Transformation of Advertising and Public Relations As Part of Marketing Communications of an Enterprise Under Martial Law.” Business Inform 8:684–692.
https://doi.org/10.32983/2222-4459-2026-8-684-692

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:659.1:659.4

Abstract:
The article examines the use of public relations and advertising as key tools of integrated marketing communications under the conditions of digital transformation and martial law in Ukraine. The study addresses the existing research gap related to the lack of a unified approach to distinguishing the functions of advertising and public relations in the digital environment and the insufficient assessment of their synergistic effect in the context of crisis challenges. Although numerous studies have examined marketing communications, the questions of integrating these tools into a company's overall communication strategy and adapting them to conditions of high uncertainty remain insufficiently studied. The aim of the study is to conduct a comprehensive comparative analysis of public relations and advertising, identify their functional differences and common characteristics, explore the transformation of enterprise communication policy in the digital environment and during wartime, and substantiate the feasibility of their integrated application to achieve synergistic marketing effects. The research is based on the system approach and integrated approach, considering advertising and public relations as interconnected elements of integrated marketing communications. General scientific methods, including analysis, synthesis, induction, deduction, comparison, generalization, and comparative analysis, were employed, as well as the method of comparative analysis for evaluating the features of how Ukrainian companies use communication tools. The findings demonstrate that digitalization of marketing communications and wartime conditions have significantly transformed the role of advertising and public relations. Advertising remains the primary instrument for stimulating demand and achieving short-term commercial objectives, whereas public relations has become a strategic tool for building trust, reputation, corporate social responsibility, and long-term stakeholder loyalty. The study identifies current trends in integrated marketing communications, including the dominance of digital channels, personalization, active use of social media, omnichannel communication, generative content, artificial intelligence and ESG communications. A comparative analysis of advertising practices employed by Ukrainian retail enterprises under martial law is carried out. Scientific novelty lies in generalizing contemporary trends in development of advertising and public relations, clarifying their functional differences in the digital environment and substantiating the practicality of moving from the traditional model of marketing communications to an integrated value-oriented system based on the synergy of advertising, public relations, and digital communications. Practical valueof the findings consists in the possibility of applying the proposed recommendations in developing enterprise communication strategies, optimizing marketing expenditures, strengthening corporate reputation, enhancing digital communication efficiency, and building sustainablerelationships with target stakeholders under crisis conditions.

Keywords: marketing communications; public relations; advertising; martial law; synergy; enterprise.

Tabl.: 3. Bibl.: 15.

Sheptukha Olena M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tokhtamysh Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Marketing, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Vinnychenko Olena V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Entrepreneurship and Business Administration, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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