ADAPTIVE MODEL FOR MANAGING ORGANIZATIONAL SOCIAL AND COMMUNICATION PROCESSES

Анотація

The article is devoted to the issues of managing organizational social and communication processes under conditions of economic digital transformation, increasing environmental information saturation, and growing uncertainty in the contemporary socio-economic space. The relevance of the research is determined by the need to ensure organizational resilience, adaptability, and operational efficiency amid the spread of concepts associated with high turbulence, nonlinearity, and complex forecasting, as well as the acceleration of digital transformation, which makes traditional linear communication management models increasingly ineffective. The study aims to substantiate the theoretical and methodological foundations for managing organizational social and communication processes in the conditions of economic digital transformation and high dynamism of the external environment. The article examines contemporary scientific approaches to interpreting organizational communications, adaptive management, digital communication systems, and the strategic management of communication interactions. Existing approaches by domestic and foreign researchers on the role of communication in ensuring organizational adaptability, supporting change management, shaping corporate culture, and integrating digital tools into the organization’s management system are analyzed. The authors propose their own vision of an adaptive model for managing organizational social and communication processes, which they interpret as an integrated multi-level system of strategic, information-analytical, digital, and organizational management of communication interactions. The expediency of considering social and communication processes not only as mechanisms for information transfer but also as a complex dynamic system of managerial interaction that ensures coordination among structural units, supports organizational culture, enhances adaptability, and strengthens the organization's strategic resilience is substantiated. The structural and functional blocks of the adaptive model for managing social and communication processes are justified, including the strategic communication management block, the digital communication interaction platform, the communication monitoring and analytics system, the adaptive response mechanism, the subsystem for organizational culture management, the stakeholder feedback system, and the communication risk forecasting tools. The effective functioning of a modern organization largely depends on the communication system's ability to provide timely responses to changes in the external environment, maintain the strategic consistency of managerial processes, establish sustainable channels of interaction with stakeholders, and integrate digital management tools into the organizational development system. The practical implementation of the proposed model will increase organizational digital maturity, strengthen competitiveness, enhance innovative potential, and ensure long-term resilience under crisis conditions.

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