THE ROLE OF INFORMATION TECHNOLOGY IN THE DEVELOPMENT OF CORPORATE COMMUNICATIONS AND PR

The paper is aimed at the investigation of the information technology in corporate communications and public relations development in the digital transformation period. The importance of the study is determined by the need to develop system solutions that enable organizations to organize transparent, sustainable interaction and grow trust on the part of stakeholders. The aim of the paper is to create a model on how IT tools can be employed in corporate communication processes and PR management activity. The methodological framework of the study is modeling: conceptual model that incorporates major components (technological infrastructure, digital channels, analytical systems, feedback processes) and their relationship with each other was developed through analyzing existing theoretical concepts and large international companies’ applied practices for 2021-2024. The model provides the possibility of estimating the IT deployment influence on effectiveness of communications by characteristics such as reaction rate response, coverage, customization and content risk management reputation. The results of the study indicate that this developed model can be an instrumental tool to help in corporate communication planning and monitoring, as well in adapting strategies based on profiles of potential target publics. What is unique in the work, is the creation of a deep theoretical structure that contain technology and organization aspects with respect to which IT effects on corporate communication can be traced. There are practical implications of these findings for managing organizations and public relations practitioners working on digitally interacting with stakeholders that are looking to amplify the effectiveness of digital communication by utilizing communication activities.