MANAGEMENT OF THE COMPANY'S COMMUNICATION POLICY IN THE CONDITIONS OF DIGITALIZATION

Abstract

The article explores the role and relevance of a company’s communication policy in the context of digital transformation. As digital tools continue to reshape the business landscape, companies are facing new challenges and opportunities in how they interact with their audiences. This study focuses on how the digitalization of communication channels affects brand image, trust, and customer relationships. Particular attention is given to the shift from traditional to digital tools such as social media platforms, CRM systems, chatbots, mobile applications, and data-driven analytics. These instruments have transformed the way companies engage with customers and stakeholders, making communication more direct, personalized, and efficient. The paper analyzes internal and external communication formats, their role in strategic management, and their potential to build long-term loyalty. The study also outlines several risks that arise in digital environments - including disinformation, cyber threats, and reputational crises. Examples from both Ukrainian and international companies are used to demonstrate best practices and common mistakes in managing corporate communication online. The article further highlights gaps in existing research related to digital communication policy implementation in small and medium-sized businesses. It emphasizes the challenges faced by companies with limited resources and the lack of qualified personnel to manage complex digital infrastructures. Moreover, it addresses the difficulty of measuring the effectiveness of digital communications not only by quantitative but also by qualitative metrics such as trust and customer loyalty. Based on the findings, the authors propose recommendations for developing an adaptive, transparent, and technologically advanced communication policy. The practical value of the article lies in offering companies real tools to strengthen their public image, manage crisis situations, and turn digital communication into a source of competitive advantage in a highly dynamic online environment.