EFFICIENCY OF CORPORATE MEDIA AND INCREASING ECONOMIC OPPORTUNITIES OF BUSINESS

The article analyzes the efficiency of corporate media involvement in business development throughout the last few years. As well as in many areas of the development of society, there have been significant changes in the traditional line of the functioning of mass media, and, what is more important, the c hanges have been identified in relation with business. On the current market, along with all kinds of mass media, corporate media are developing intentionally. In recent years corporate media space has evolved significantly, attracting a great deal of attention of business. The essence of such media is consolidation of consumers around the brand and formation of a client base after the creation of the followers' club. Executives of business companies keep allocating funds even during crises for the development of corporate media, which indicates their understanding of the efficient role of the communication strategy. The process is based on a long-term information-related impact and ensures successful functioning of the company. Modern media specialists face a wide range of difficulties and obstacles in the process of the development of corporate publications. While assessing the perspectives of business media, the ideas of modern researchers coincide with one another. Nevertheless, the term ”corporate media“ and determination of the parameters of its systematization lead to a lot of debate. The paper emphasizes principal peculiarities of corporate publications and means of communication, which highlights the importance of corporate media in business development.