DIRECTIONS FOR IMPLEMENTING COMMUNICATION MANAGEMENT AT INVESTMENT FORUMS

The article analyzes the issue of institutionalizing practical experience in interaction between the state and both local and foreign mass media in the localization of interaction practices at international investment forums. It is suggested that, in practice, the support provided by the media to such events is largely uneven and collective in nature, manifesting as a series of fragmented information actions that are not combined into a unified chain of managerial logic and are not part of the logic of the state investment cycle. Based on the analysis of the media plan and a number of organizational measures adopted for the study of an international investment forum, the necessity of transitioning from an event-oriented and reactive model to a traditional communications management model is substantiated, with the aim of establishing investor trust, publicly consolidating agreements, and facilitating investment decision-making. The proposed model encompasses the entire cycle of work with the media—from the creation of media infrastructure and early positioning of the forum to post-event support and the institutionalization of results. This study is scientifically novel in its formalization of media practices as a reproducible managerial mechanism within the system of state investment policy.