EFFECTIVENESS OF INTERNAL AND EXTERNAL COMMUNICATIONS IN THE ORGANIZATION JEL: O032 УДК: 338.2

Abstract

In today's business environment, effective communication within an organization and its interaction withthe external environment are becoming key success factors. Communications play an important role in managing human resources, shaping corporate culture, and achieving organizational goals. Internal communications contribute to the creation of a unified information space where each employee understands their goals and objectives of the company. This helps to avoid misunderstandings and conflicts, improves coordination and cooperation between different departments. Effective internal communications allow management to listen to employees, understand the information transmitted correctly, identify the strengths and weaknesses of the production process in a timely manner, and adjust management decisions. External communications are aimed at interacting with customers, partners, suppliers and other external stakeholders. They help the company build and maintain strong relationships, which can lead toincreased sales, improved reputation, and long-term cooperation. In today's world, where information plays a key role, effective business communications are becoming an important tool for a company's success. They not only contribute to the achievement of the company's goals, but also help to create a favorable working atmosphere, improve employee interaction and strengthen relationships with external partners. During the research, the content analysis method was used, which allows us to systematize and interpret large amounts of text data, revealing hidden trends and patterns. The article examines and analyzes various communication channels (the organization's website, social networks, internal portals, etc.), as well as their impact on target audiences. The analytical part is based on methods of classification and grouping, comparative and situational analysis, and selective observation. The main results of the study show that the effective use of various communication channels helps to increase employee motivation, improve corporateculture and strengthen the organization's position in the market. The positive aspects of the digital communication model are highlighted, such as the balance of automation and “human” content, as well as a single digital ecosystem that allows the integration of website news, Telegram and voice services through combined communication channels.