The Influence of Long Term Relationships with Clients on Organizational Resilience in the Framework of Strategic Communications

Modern business is faced with various types of crises both industrial and non-productive. At the same time, a significant part of crisis situations is provoked by managerial decisions, and not by external causes. Crisis situations arise because management does not discuss decision making and potential problems with the target audience in a proactive manner - before this target audience itself initiates the crisis. Sustainability of the organization in the face of crisis is one of the key factors of its successful existence. The quality of long-term relationships with stakeholders, in particular, the company's clients, increases its sustainability, helps to prevent the crisis and reduce its consequences. What is the role of a PR specialist in building long-term relationships with clients? It is generally accepted that the role of a public relations specialist in an organization is limited to the interpretation of events and the support of the marketing department. The paper suggests an alternative view on the functions of the Public Relations Department as an entity that performs a strategic role in supporting the adoption of managerial decisions in order to maintain organizational stability and prevent crisis situations. The purpose of this study is to identify the degree of influence of factors such as the level of trust, commitment, mutual control, compliance with obligations, relations on a grant basis for the quality of long-term relationships with customers in the communication aspect of organizational sustainability.