COMMUNICATION MANAGEMENT IN MODERN ORGANIZATIONS: PROBLEMS AND SOLUTIONS JEL: M1 УДК: 334.02

Abstract

It is quite difficult to overestimate the importance of modern communications in the digital economy.Communication is the basis for successful business processes, business reputation, meeting customer needs, minimizing conflict situations, and building long-term partnerships.The determining factors of effective communications are the selected technologies that are suitable for userrequests, a favorable communication environment built using modern digital platforms and business processmanagement technologies, a sufficient level of communication competencies of all communication participants, including managers, specialists, technical support services, customers, partners, and other stakeholders.On the other hand, the increasingly complex and multifaceted environment of the organization's functioning,including external and internal circumstances and situations, does not exclude the risks of complicating communications and reducing their effectiveness.The article analyzes modern digital solutions for the organization of internal and external communications, the construction and implementation of communication strategies, the choice of communication channels, their number and application, depending on the initial communication situation and strategic goals of organizations, taking into account communication processes, a model of a unified communication system of the organization is proposed.