ORGANIZATIONAL ASPECTS OF THE INDUSTRIAL ENTERPRISE COMMUNICATION POLICY FORMATION

• Published in: Scientific opinion: Economics and Management no. 3(79)
• Main Authors: Chmil, Hanna, Olinichenko, Kateryna, Priadko, Olha
• Format: Journal Article
• Language: English
• Published: 2022
• ISSN: 2521-666X; 2706-9079
• DOI: 10.32782/2521-666X/2022-79-15

The research paper updates the issue of the communication policy developing at industrial sector enterprises with taking into account the challenges of modernity, which will provide process effectiveness increasing of products promotion at sales markets. The conducted research makes it possible to clarify the «communicative policy» concept essence. The parameters of the industrial enterprise communication policy formation are considered. In the context of solving the problem of the industrial enterprises communicative work organizing, the organizational-management model of the industrial enterprise communicative policy is proposed for use, the structure of which has organizational and managerial component. The principles of the industrial enterprise communication policy of technical and technological point of view (accessibility, proactive communication, transparent communication link, targeting) are considered. Also, in the organizational system, it is recommended to determine the technical tools of the chosen communication form and their possibilities for achieving the desired effect from their implementation. It is proved that in the communication plan it is necessary to specify: information resources, a priority array of data – a database of suppliers, customers, competitors, markets; histories of interaction with stakeholders and other subjects; data of activities in the field of marketing, sales and communication support; sales and marketing methods information; classification of problematic issues, conflicts and algorithms for their solution. The plan should also reflect technological resources, in particular, contact centers which are created at the enterprise, call centers, website with an interactive communication window, messengers (Viber, Telegram), page on social networks (Facebook, Instagram), chat bots. Attention is focused on the need to form reports which are based on the results of the communication process and conduct its diagnostics. As part of the management support of the communication policy, it is recommended to form information about the persons who are entrusted with the duties of interaction with the stakeholders of the industrial enterprise.