MANAGEMENT OF THE BUSINESS ENTITY’S COMMUNICATION POLICY TO ENSURE ITS PERSONNEL SECURITY AND STRATEGIC DEVELOPMENT GOALS

Introduction. Management of the company's communication policy is a key element of modern business, which ensures effective interaction with internal and external stakeholders, is the basis of information exchange in the personnel security management system of the business entity. In the conditions of tough competition and dynamic market development, communication policy becomes an important tool for forming a positive image, increasing customer loyalty and maintaining the company's reputation. It covers both marketing and corporate communications, using various channels of information transmission. Successful management of communication processes allows enterprises not only to adapt to changes in the external environment, but also to actively influence the formation of public opinion, which becomes a decisive factor in achieving strategic goals. Analysis of recent research and publications. The following scientists and researchers were engaged in the study of the management of the company's communication policy: S. M. Voynarenko. studied the communicative policy of enterprises in modern conditions [1], Lukyanets T. I. studied the marketing policy of communications [2], Yu. V. Mironova, O. O. Kaglyak, O. V. Pityk. researched the scientific and theoretical foundations of marketing communication processes at the enterprise [3], Petrunya Yu.E., Petrunya V. Yu. studied management [4], Novikova N. V., Chernenko S. V. studied the organization of integrated marketing communications [5], Osovsky G. V., Osovsky O. A. studied the effectiveness of marketing communications in the enterprise activity management system [6], Pavlenko I. H. studied communication policy as an element of the enterprise marketing system in the processes of modern communication society [7], I. M. Pisarevskyi, S. A. Aleksandrova investigated professional and communicative competence (in tourism) [8]. The purpose of the article is to study the peculiarities of the management of the company's communication policy as a component of ensuring its personnel security, to determine its main functions, methods and tools, as well as to analyze the impact of an effective communication strategy on the achievement of the strategic business goals of the business entity.