Formation of a model of communication policy of an enterprise with stakeholders

In modern dynamic business environment, the communication policy of an enterprise acquires the status of a strategic resource that ensures its competitiveness and sustainable development. Of particular relevance is the development of effective models of enterprise communication with different groups of stakeholders, which can balance the interests of all stakeholders. The purpose of the study was to develop and substantiate the theoretical and methodological foundations and practical recommendations for the formation of an effective model of enterprise communication policy with stakeholders. To achieve this goal, various research methods were used: analysis, synthesis, comparison, formalisation, structural and logical generalisation. The article substantiated the need for an integrated approach to communication management, based on the strategic goals of the enterprise, the needs and expectations of stakeholders, as well as taking into account the dynamic changes in the external environment. The study classified stakeholders according to the level of their influence on the enterprise’s activities and the nature of interaction, analysed interests of internal and external stakeholders. The key factors influencing the effectiveness of communications between the enterprise and its stakeholders were identified. The article offered a structural model of the company’s communication policy, which includes the following stages: identification of communication interaction goals, analysis of the current state of communication processes, identification of problem aspects, development of an effective communication apparatus, selection of communication channels and communication methods for each group of stakeholders, direct communication and monitoring the effectiveness of the company's communication policy with stakeholders. The proposed model of communication policy allows a company to adopt a systematic approach to managing interaction with stakeholders, helping to strengthen its competitive position, increase the level of trust and ensure long-term sustainable development. Certain results of the study can be used by managers, specialists in communication and PR departments of companies in various industries to improve the strategy of interaction with stakeholders, as well as by consulting companies when developing communication management programms for corporate clients