THE RELATIONSHIP BETWEEN STRATEGIC COMUNICATION, REPUTATIONAL CRISIS AND SUSTAINABLE GROWTH IN COMPANIES OF DIFFERENT SIZES

Abstract

Strategic communication has gained increasing relevance in contemporary organizational management, especially in light of the growing public exposure of companies and the intensification of reputational risks. In this context, corporate reputation emerges as a key intangible asset, closely linked to stakeholder trust and business sustainability. This article aims to analyze, from a theoretical perspective, the relationship between strategic communication, reputational crisis and sustainable growth in companies of different sizes. Methodologically, this is a qualitative study based on a bibliographic review of scientific articles, theses and relevant academic publications addressing the investigated themes. The analysis indicates that strategic communication plays a central role in both preventing and managing reputational crises, contributing to the preservation of institutional image and stakeholder confidence. Furthermore, communication practices aligned with corporate social responsibility and sustainability strengthen long-term organizational growth. It was observed that large companies tend to have more formalized communication and crisis management structures, while micro, small and medium-sized enterprises face resource constraints, although they may benefit from closer relationships with stakeholders. It is concluded that integrating strategic communication, reputational crisis management and sustainable practices is essential for organizational resilience and sustainable growth, regardless of company size.