STRATEGIC COMMUNICATIONS PLAN AS AN IMPORTANT COMPONENT OF THE MECHANISM FOR PROMOTING THE ENTERPRISE BRAND IN MODERN BUSINESS ECOSYSTEMS

Abstract

In the modern highly competitive market environment, strategic communication planning becomes crucial for enterprises striving to ensure effective interaction with their target audience, strengthen their brand, and enhance the competitiveness. The aim of the article is to define the main stages of developing a strategic communication plan, its structure, key elements, and its impact on the brand promotion effectiveness and the strengthening of a company's competitive position. The significance of strategic communication management is examined, particularly its role in shaping a positive image, increasing consumer trust, and optimizing communication processes. It is noted that a strategic communication plan is an integral part of an organization's overall strategic planning. The key components of a strategic communication plan are identified, including market environment analysis, audience segmentation, goal formulation, development of key messages, selection of communication channels, resource planning, monitoring, and effectiveness evaluation. It is emphasized that strategic communication planning should be based on a comprehensive analysis of the external and internal environment, a clear definition of goals, audience, communication strategies, and tactics. An essential aspect is the use of the SMART methodology for goal-setting, ensuring their measurability and attainability. The flexibility of the strategic communication plan is critically important, as the modern dynamic market demands the rapid adaptation to changes in consumer preferences, technological advancements, and regulatory conditions. The use of situational analysis, audience research, and the selection of effective communication channels contribute to the creation of an efficient communication process. In the article it is highlighted that effective strategic communication planning facilitates the achievement of long-term business objectives, ensures sustainable development, and enhances the company's resilience in the market. The implementation of well-thought-out communication strategies enables companies to proactively respond to challenges and create competitive advantages that form the foundation for the sustainable development.