ФОРМУВАННЯ КОМУНІКАТИВНОЇ СТРАТЕГІЇ ОРГАНІЗАЦІЇ В УМОВАХ СТРІМКОГО РОЗВИТКУ ЦИФРОВИХ ТЕХНОЛОГІЙ ТА ЖОРСТКОЇ КОНКУРЕНЦІЇ

The relevance of improving the process of forming organizations' communication strategies in the face of rapid development of digital technologies and fierce competition is critically important. The article proves that in the modern competitive environment, communication is a key resource. The lack of a clear, effective communication strategy for an organization leads to the loss of its competitiveness, misunderstandings with stakeholders, a crisis of reputation and image, staff turnover, and the loss of market position. The features of communication strategy formation in organizations in the USA, Japan, China, and European countries are reviewed. Their distinctive features, caused by deep cultural, social, and historical specifics, which manifest in communication styles, decision-making processes, and the use of communication channels, are highlighted. The key stages of developing communication strategies are analyzed, considering them through the prism of leading global business cultures. Taking into account the experience of foreign and domestic scholars regarding the process of forming organizational communication strategies in modern economic conditions, it is proposed to apply the following approaches that combine technology with unconventional thinking: «Data-Driven Creative», «Omni-Channel Storytelling», «Agile Communications», «Interactive Co-Creation» and «Purpose-Driven Tech». These approaches will allow for the creation of not just a communication strategy, but a dynamic system of interaction that will effectively function in conditions of constant digital changes. Stages for forming an organization's communication strategy have been developed, combining classic principles with the integration of digital technologies and an emphasis on a creative, flexible approach. These stages include: deep «Digital Analysis»; setting SMART goals with a creative vector; developing the creative core and key messages; integrating digital channels and media planning; creating and implementing creative content; and real-time monitoring, analytics, and flexible adjustment. The application of the proposed process for forming organizational communication strategies in their practice will make it possible to enhance communication effectiveness, build a holistic brand image, gain a stable competitive advantage, improve stakeholder interaction, increase employee engagement, effectively manage crisis situations, and stimulate innovation.