CORPORATE CULTURE AS A KEY ELEMENT OF FORMING THE SOCIAL RESPONSIBILITY OF THE ORGANIZATION

The problems of the development of social responsibility in business due to the management of the corporate culture of the organization are considered; attention is paid to the importance, reasons and factors of the implementation of social responsibility in the modern business world; it is stated that when implementing social responsibility, organizations should act in two key directions: external communications (intended for an external audience, namely partners, consumers, influence groups, contractors, state authorities, etc. categories of society), internal communications (intended for the internal audience of the organization, namely the staff); emphasis is placed on the image components of the process of implementing social responsibility, namely the external and internal image of the organization; when studying the problem of implementing social responsibility, attention is focused on the formation of organizational culture as a key element of the organization's internal environment and the impact of corporate culture on the organization's development opportunities and its positioning as socially responsible; the key directions of formation of organizational culture, its functions and tools are defined; attention is paid to communication tools of organizational culture formation, namely intra-company information exchange (corporate newspaper, newsletters, codes of conduct, information portals, holidays, etc.); indirect methods (in-house training, trainings, certifications, interviews); methods of intergroup interaction (business games, group decision-making methods, mass events with presentations, public speeches, etc.); multimedia programs, corporate video (with the involvement of employees in the production); it is stated that communication tools are involved in the implementation of internal PR as a basic social technology in the formation of the organization's corporate culture; it was concluded that thanks to the formation of organizational culture, the company is able to use human potential to strengthen the reputation and image of the company and realize social direction and responsibility in full.