Communication management is the theory and practice of management within the framework of social communications both within the company and between it and the environment. It is aimed at conducting interaction processes optimally favorable for the company, shaping and maintaining the image and public opinion, and achieving cooperation, consent and recognition in society.
Significant areas of applied and theoretical interests in communication management are:
- Social structures in society.
- Types, levels, channels and means of the communication process. They must ensure the transfer, processing, as well as the perception of specific information.
One of the most important aspects in this problem is the consideration of the content of the concept of "communication processes". This is the creation, processing and transmission of various information. It is necessary to take into account the mechanisms and basis of the "work" of communication processes; be able to recognize important and significant situations; analyze, reconstruct interaction; draw conclusions and formulate proposals for the necessary development of important data. Whoever can master such knowledge and skills, in modern conditions, will be able to correctly determine the current situation, analyze the problems that arise and find optimal and important solutions.
Therefore, communication management implies a comprehensive understanding of the interacting processes in a special relationship. Proper use of it will contribute to the most successful and productive management of any organization.
Therefore, the subject of communication management is corporate interaction, which is understood as a complex of communications, social contacts carried out within the organization, as well as between it and the social environment.
The objects and subjects of communication management can be various social institutes that are significant for highlighting the corporate policy strategy, assessing the need for a particular form of information.
Communication management has specific target groups. We are talking about government agencies, financial institutions, employees, customers of the organization and consumers, intermediaries, suppliers, institutions that sell products and others.
An important role is given not only to the definition of target groups, but also to the selection of the right communication system, means, channels and level of information exchange, which will be determined by the following parameters:
- content of available information and object;
- selection of optimal communication tools and methods of interaction;
- the selection of the desired transmission channel, the perception of information (tactile, audiovisual, auditory, visual and others) and ways of exchanging it (artificial or natural).
Based on the foregoing, communication management has the following main content:
- the need to plan and manage interaction processes (allocation of the target audience, development of strategies; monitoring, evaluating the effectiveness of existing communications, and so on);
- explanation of the directions and positions of the enterprise;
- organization of information transfer (translation, transfer) and dialogue;
- Representation of company interests;
- the formation of information sympathy, trust in the organization;
- presentation of the object (person, organization) to the public;
- development of correct and evidence-based communications in a conflict situation.
Therefore, communication management is a necessary component of management activity, the organization’s place in society will depend on the proper organization of it.