Internal communications are an important element and have a direct connection with the management of an organization. About 60% of the problems in the management of an organisation are due to poor communications. Communication in an organisation is associated with the transmission of certain knowledge about the nature and role of the organisation, implementing and maintaining motivation, organisational cohesion and sense of belonging, inspiring the development of know-how. This leads to increased confidence in the government, and, in turn, it affects productivity and motivation. In the transitional period or at a time of crisis, internal communications play a key role in the transmission of important messages, often preventing incorrect and damaging rumours. If people in the organisation are aware of the rules of communication in times of crisis, the organisation has a chance to minimize interpretations of what happened in the media.

Human resources management has changed considerably for the recent years. Crisis situations of various natures are the major factors of development of the science of management. The subject of this article is the role of crisis and efficient human resources management in the modern organization and the specific role of internal communications. The authors prove that the strategy of internal communications should be an indivisible part of the PR-strategy and HR-strategy. Stages of strategy development and features of the communication audit in public institutions are revealed.

Dynamics and crises in the present are inextricably associated with company growth and change management in the context of today. In this way, the question of innovation in management processes has evolved, and we now focus on re-innovative organizational practices that expand on and improve tried-and-true methods. In such a situation, the function of sustainable branding is that effective communications are essential tools for adapting to the climate and chaotic characteristics. Additionally, the long-lasting and unexpected pandemic crisis, a technologically advanced and globally integrated society and economy, and the hybridity of change all have a significant impact on marketing procedures. Although the subject is broad, the research's primary focus is on creating a dialogic, motivated, and productive management style, with new internal communication channels playing a key role as a component of branding.

Digital society and social dynamics and the influence of crisis factors require more serious and pragmatic focus on fundamental human principles, of which trust is a part. This paper aims to provide a basic study and analysis of trust and its role in relationship effectiveness. The hypothesis is that in the component structure of a PR strategy, trust should occupy a leading line as a condition for successfully building and maintaining relationships between organizations, their stakeholders and society at large. The Edelman Trust Barometer special reports for the last years (2020, 2021, 2022 and 2023) and Edelman Data & Intelligence reports have been analysed, i.e. a period of four years has been covered and the analysis is based on expert research. The methods used are desk research and content analysis of documents; they are combined with empirical and theoretical analysis and a deductive approach. The findings are related to the identification of discourse features on PR strategy and behavioural principles. Keywords: trust, PR strategy, responsibility, strategic communication, relationship.