The study aimed to identify the role of communication strategy in developing the digital reputation of the Palestinian Telecommunications Company (Jawwal) during times of crisis. The study relied on the survey approach, using media practice methods for management employees. The study population consisted of Palestinian Telecommunications Company subscribers, with a sample size of (400) individuals. The study showed that there was a high level of agreement on the communication strategies of Jawwal Company at a rate of 78.28%, with an emphasis on the dimension of the dialogue strategy (79.94%) and the media strategy (76.43%). High agreement was also recorded on crisis management (80.88%) and digital reputation (75.43%). The study revealed a strong direct relationship between communication strategies and the development of digital reputation with a correlation coefficient of 0.688. The study found that the dimensions of communication strategies significantly affect digital reputation, explaining 52.1% of the variance in reputation. It also showed the indirect impact of communication strategies on the development of digital reputation with an impact percentage of up to 77.6%.