Communicational Leadership in Crisis: Analysis of Leaders’ Communication Styles in Reputation Management in the Military Security Environment

Abstract

In the contemporary military environment, crisis is no longer just an operational threat, but also a communication challenge with a direct impact on institutional reputation and public perception. This article investigates how senior military leaders manage communication in crisis situations, focusing on the communication styles adopted in moments of reputational tension. Through a content analysis applied to public speeches, official statements and media reactions from three recent crises (the Kabul incident – 2021, classified information leaks in Eastern Europe, disinformation campaigns in Ukraine), the research identifies the dominant patterns of communication leadership: proactive vs. reactive, institutionalized vs. personalized, transparent vs. opaque. The results indicate that communication styles focused on assumption, narrative coherence, and balance between authority and empathy contribute significantly to maintaining public trust and limiting the negative impact of the crisis. The article emphasizes the importance of developing strategic communication skills in the training of military leaders, especially in a context characterized by media pressure, information warfare, and increased demands for institutional transparency.