THE IMPORTANCE OF EXTERNAL COMMUNICATION STRATEGY IN MODERN CONDITIONS

Аннотация

In the context of today's globalization, the successful functioning of organizations is directly related not only to the effectiveness of the internal management system, but also to the communication carried out with the external environment. As a result of the globalization process, technological innovation and the rapid development of information resources, organizations are constantly faced with the need to interact with new audiences, establish effective communication with various stakeholders and strengthen their brand. The external communication strategy serves to adapt the internal resources and capabilities of the organization to the external environment, establish effective relationships with stakeholders, and optimize the organization's marketability strategy. It covers a wide range of areas including marketing, PR, brand management, customer interaction, Public Relations, Investor Relations and government agency collaboration. This article will focus on the importance of external communication strategy in modern conditions, its main aspects and how it benefits organizations.