Комплексна програма комунікацій підприємства із громадськістю як інструмент впливу на його ділову репутацію

Abstract

Розглянуто ділову репутацію підприємства як процес та результат взаємодії підприємства із громадськістю, який залежить від цілеспрямованого планування комунікацій підприємства. Розглянуто різноманітні підходи щодо сегментування груп громадськості підприємства, визначено особливості їх взаємозв’язку із підприємством. Розроблено комплекс напрямків впливу підприємства на групи громадськості, зокрема, за допомогою організації кадрової політики та корпоративних комунікацій підприємства, організації особистих та групових зустрічей керівників підприємства, підготовки звітно-інформаційної документації, проектів соціально-економічного розвитку місцевостей розміщення підприємства, моделювання систем лояльності для постійних покупців. Reputation as a process and result of interaction among the society and the enterprise depends on purposeful planning of enterprise relationship with its target community groups. The public, which affects to the enterprise is heterogeneous, has different interests and needs, different expectations about its activities, and requires planning and organization of different marketing communications. The purpose of the article has been to determine the directions of formation of enterprise communications with target society groups to create a long-term and mutually beneficial relationships that positively affect to the reputation of the enterprise. In particular, it has been examined the following question in the article: 1) the impact on the target society groups to the enterprise; 2) it was developed areas of programs for enterprise communications with customers, employees, investors, local communities, taken into consideration their values, interests and needs. Forming a positive relationship with the local community, the enterprise must determine its capability and priorities of activity selecting or combining environmental, economic and social development programs of local communities. Constant dialogue with local communities, taking into consideration their opinions and suggestions help to receive their support in various crisis situations that may occur in the future. Ensuring effective communication and the formation of a rational personnel policy principles, with the aim to create loyal employees are in the center of a stable and positive relations with employees of the enterprise. Comfortable working conditions, flexible work incentives and objective evaluation, recognition of the value of the personal contribution of each employee to the activity of the enterprise, will allow the head of the enterprise to form a friendly and reliable relations with the employees and achieve goals. The importance of investors for enterprise is undoubted because they invest to the enterprise. Relations with them are built and supported by the following measures: advertising and distribution of information products (leaflets, brochures, etc.), gathering investors, excursions to the enterprise, review of annual and quarterly reports. Permanent information and contact support with investors and shareholders of the enterprise will allow it to gain their trust and affection, and receive planned investments. Customers of the enterprise are one of the priority groups of the public as they generate income, so its task is to meet their needs, keep contact with them forming a base of regular customers, sell them more and more goods. In the center of the entrepreneur activity should be a customer and his needs. Through individual approach to each customer, offering after-sales service, such as training and consulting, product maintenance, organizing effective loyalty programs for customers, carefully considering and resolving complaints and remarks of customers – that will allow an enterprise to tie and keep long-term relationships with a significant number of customers. Developed areas of enterprise communications with its target groups will be used in the further empirical studies as the diagnostics basis of existing communication business entities to determine their rankings on the efficiency of communication policy, and develop recommendations for improving communications of some enterprises with their target community groups.