STRUCTURE OF THE MODEL OF COMMUNICATION MANAGEMENT OF A CONSULTING COMPANY IN THE CONTEXT OF CHANGES

Abstract

In today’s dynamic environment, consulting companies face constant challenges driven by rapid changes in technology, socio-economic processes, client demands, and global trends. Under these conditions, effective communication management—systematic coordination of internal and external organizational communication—becomes especially important. For consulting structures, where information, trust, and professional reputation are key resources, communication serves not only as a tool for interaction but also as a strategic asset.

The purpose of this article is to explore the theoretical foundations and practical features of communication management in consulting companies under changing conditions, as well as to summarize approaches to effective communication governance in this context.

To address the research problem, the following methods were used: abstract-logical (for thorough analysis of the issue and generalization of the research results), and modeling (for constructing a conceptual model of effective communication management).

The theoretical framework of the study employs several methodological approaches to communication management: systemic, functional, cultural, and informational. According to these approaches, communication management is viewed as a multifaceted phenomenon requiring interdisciplinary comprehension. The systemic approach enables an understanding of communication as part of a complex organizational structure where information links maintain the company’s integrity. The functional approach emphasizes its applied role as a managerial tool ensuring the execution of organizational functions. The cultural perspective adds a value-normative dimension, particularly relevant in the context of intercultural interaction and organizational identity. Finally, the informational approach allows for precise modeling of communication flows, which is particularly significant in the digital era. The integration of these approaches forms a foundation for constructing an effective system of communication management amid increasing complexity and rapid changes in the external environment.

Collectively, these approaches contribute to a holistic understanding of communication management as a complex process encompassing not only technical but also humanistic aspects of interaction.

The research results include: an overview of the theoretical foundations of communication management in consulting companies under changing conditions; an analysis of business communication governance approaches; and the identification of key challenges faced by consulting structures in dynamic environments. Based on a critical review of scholarly sources, four contemporary communication models have been formulated (adaptive, co-creative, value-based, and integrated), and a conceptual model of effective communication management has been proposed. This model includes analytical, strategic, operational, and reflective components. It has been proven that employees’ communication competence is a key resource for resilience and competitiveness of a consulting company in times of change.

The scientific novelty of this study lies in the formulation of four contemporary communication models (adaptive, co-creative, value-based, and integrated), the development of a conceptual model of effective communication management, and the identification of communication competence as a key resource for a consulting company’s resilience and competitiveness under change.

The practical significance of the research results lies in the implementation of recommendations for the introduction of a regular audit of communications, taking into account external changes and internal staff requests, which will allow forming a communication strategy based on the values of the company and its customers, as well as ensuring digital integration of communication channels and the use of feedback tools. The proposed approach to investing in the development of staff communication competence through training, mentoring programs, coaching practices, and the use of reflective mechanisms for assessing the effectiveness of communications will allow for real-time strategy adjustments. Implementation of these recommendations will help to increase the efficiency of communication management and ensure the sustainable development of a consulting company in an unstable environment.

The direction of further applied research is the development of tools for measuring the effectiveness of communications in the consulting environment.