| Annotation: | Methods. The methodological foundation of this study consists in systemic, process-oriented, and results-oriented approaches, which made it possible to view an enterprise’s communication management as a multi-component system of interrelated organizational-managerial, informational, digital-technological, socio-communicative, and economic-performance components. To develop an integrated approach, methods of structural-logical analysis, grouping, standardization, and aggregation of indicators were used. Results. This article proposes an integrated approach to evaluating the effectiveness of corporate communication management, which involves identifying five functional components, developing a system of partial indicators, classifying them into stimulators and deterrents, standardizing them, determining group indices, and subsequently aggregating them into an integrated index of communication management effectiveness. Novelty. The scientific novelty of this study lies in the development of a methodological framework for evaluating the effectiveness of corporate communication management based on an integrated approach that combines quantitative and qualitative characteristics of communication processes into a single evaluation system. There is proposed a structural-component framework for evaluation based on five functional components is substantiated, and a sequence for deriving group and integrated indices, followed by a managerial interpretation of the results. Practical value. The practical significance of the obtained results lies in the possibility of using the proposed approach to diagnose the state of communication management in enterprises, identify problematic components of the communication system, determine priority areas for its improvement, and provide information to support the adoption of well-founded managerial decisions. Further practical testing of the approach will allow for the refinement of weighting coefficients and the boundaries of interpretation of the integrated index. |
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