МЕТОДИЧНИЙ ПІДХІД ДО ОРГАНІЗАЦІЙНОГО ЗАБЕЗПЕЧЕННЯ УПРАВЛІННЯ КОМУНІКАЦІЙНОЮ ДІЯЛЬНІСТЮ УНІВЕРСИТЕТУ

The article substantiates a methodological approach to organizational support for managing the communication activities of a university, conceptualized as a multi‑component system integrating principles, stages, and instruments into a coherent logic of management. Communication activities are interpreted as a strategic resource of higher education institutions, determining competitiveness, reputation, and integration into the global educational space. The proposed model ensures consistency of internal and external information flows, transparency of managerial decisions, and adaptability to environmental changes. The principles of systemacity, transparency, integration, and adaptability form the methodological foundation, while the stages of diagnosis, planning, implementation, monitoring, and correction establish the managerial cycle. Instruments such as tables, algorithms, and models translate conceptual provisions into practical mechanisms, enabling analysis, control, and improvement. The scientific novelty of the study lies in systematizing principles and developing a managerial cycle logic that allows universities to respond effectively to globalization, digitalization, and the growing role of open science. Practical significance is expressed in providing tools for organizing communication processes that strengthen trust among stakeholders, enhance institutional image, and improve governance quality. The methodological approach contributes to the formation of a competitive educational environment, supports sustainable development of universities, and creates conditions for effective interaction with students, faculty, employers, and society. Moreover, the research highlights the importance of aligning communication strategies with institutional missions and values, ensuring that organizational culture and leadership practices reinforce transparency and inclusiveness. By embedding communication management into the governance framework, universities achieve resilience, foster international collaboration, and maintain credibility in changing educational landscapes.