STRATEGIC COMMUNICATIONS IN THE ENTERPRISE MANAGEMENT SYSTEM

Abstract

The purpose of the article is to study the essence of the company's strategic communications, the specifics of their implementation, and determine their place in the general system of enterprise management. Methodology of research. The research is based on the use of general scientific and special methods, in particular: structural and logical analysis – to build the logic and structure of the research, a combination of methods of analysis and synthesis, comparison and generalization – to research existing approaches to the interpretation of the concept of "strategic communications", determining their main goals and implementation principles; logical generalization – for formulating research conclusions. Findings. The study determined the essence of the company's strategic communications, their role and place in its strategic management. Communication is strategic when it fully corresponds to the mission, vision, values of the organization and is able to strengthen its strategic positioning and competitiveness. It is substantiated that strategic communications is a complex system that includes both intra-corporate and external communications, the main task of which is the implementation of communicative influence on target audiences and ensuring the implementation of the company's strategy and the implementation of its mission. The communication influence that occurs is nothing more than the psychological influence of one communicator on another in order to change his behavior. The goals of communication influence are defined as informational, relational and behavioral. The effectiveness of communication in particular is measured by how successful this influence is. Practical value. The formation of the company's communication strategy taking into account the influence of all factors of the internal and external environment and the key principles of strategic communications, the use of optimal communication channels will ensure the necessary communication impact on the relevant target audiences and the effective implementation of the company's strategy and the implementation of its mission.