ЦІННІСНИЙ ПІДХІД ДО КОМУНІКАЦІЙ З ЦІЛЬОВОЮ АУДИТОРІЄЮ ЗА ДОПОМОГОЮ СПІРАЛЬНОЇ ДИНАМІКИ

Abstract

The article deals with the peculiarities of value approach to communication with the target audience through spiral dynamics. It is considered the approaches to building corporate communication through spiral dynamics; it is explained that the paradigm of thinking, models of values are the certain filters through which the messages of the company are passing; the peculiarities of communication process for each type of recipients according to the theory of spiral dynamics are defined. Using a value approach to segmentation of public organization, which is based on the theory of spiral dynamics, allows looking more comprehensively at the problem of efficiency of corporate communications. The communication of the company with its target audiences should be based on the vMemes; the messages of the company should contain such models of values. Thus, the theory of spiral dynamics allows us to understand the problems of communication efficiency in the different spheres, including the field of public relations.