Информационные и стратегические основы коммуникационного менеджмента

Abstract

The article discusses a quite new sphere of management which response for creating a corporative informational environment. Communication management is investigated in this case as the development of a complex of strategically necessary measures and processes directed both inside and outside the company. Analyzing the features of communication management in modern conditions, the authors focus their attention on the information and analytical aspect of communication management, which allows to realize its objectives and goals. Information is intended to serve the interests of the organization, employees must be able to analyze it in order to avoid over-saturation, and also to determine its authenticity. Creating a favorable communication climate, and in the wake of this, and effective information exchange strategies inside and outside the company is possible only if the following conditions are met: knowledge of the overall structure of the organization’s communication management processes, clear formulation of corporate values and goals, establishment of information exchange channels within the organization, serious analyzing the requests of various groups of consumers and creating an adequate “answer”. In general, effective communication management in the context of information culture seems to be a necessary tool for creating a competitive advantage of an organization on the modern market.