Communicative Perfectionist Strategy in the Representation of Industrial Companies Performance

Abstract

The article considers verbal elements of perfectionism as a communicative strategy of promotional discourse in annual reports of large industrial companies for the representation of outstanding company performance aimed at developing a positive public image. A sampling of 2882 contextual occurrences of keywords with the perfectionist semantics served as the material for the research (best, maximum, high, improvement, increase, increase, growth). The keywords characterized inherent corporate activities. Research methods – statistical sampling and content analysis. According to the obtained results, perfectionism penetrates through the key company activities – production of high quality products, socially responsible corporate governance, improvement of financial management, implementation of best practices for the use of energy resources, increase in personnel involvement by means of effective monetary compensation and nonmonetary benefits, ensuring a high level of social protection for employees. Less numerous data were obtained in business process management, health, safety and environmental protection, digital technologies. Perfectionism in annual reports accentuates needs and interests of the target audience – high quality products, social well-being, including customers, investors, stakeholders, employees, and citizens of presence regions.