Dmytro O Oltarzhevskyi | Taras Shevchenko National University of Kyiv (original) (raw)

Papers by Dmytro O Oltarzhevskyi

Scientific Notes of Institute of Journalism, 2024

The object of the study is virtual influencersdigital characters created with the help of compute... more The object of the study is virtual influencersdigital characters created with the help of computer programs and artificial intelligence, on behalf of which agencies maintain pages in social networks to increase the number of supporters and promote branded goods and services among them. This concept emerged in the last decade in a practical environment and is currently actively developing, attracting the attention of researchers. The relevance of the article, on the one hand, is related to the novelty of the phenomenon of virtual influencers, its lack of research, and on the other hand, the significant potential of influencing the formation of public opinion and changes in the principles and formats of communications in the digital age. The purpose is to conceptualize the "virtual influencer" phenomenon, define its role and place in modern digital communication, and outline its opportunities and risks. The research methods are a critical review of theoretical sources, publications in the industry media, and expert blogs of recent years, as well as a SWOT analysis based on consideration of practical aspects: content specifics, methods of interaction with the audience, and statistical indicators of the profiles of the most popular virtual influencers in social networks. The main conclusions are that virtual influencers are a new specific type of communicators, artificial technological and informational products of collective creativity that compete with live bloggers in digital reality. Currently, virtual influencers cannot communicate with the audience on their own. However, with the development of artificial intelligence technologies, they will learn this based on the analysis of the content of social networks. They will not just imitate live contact but will conduct meaningful communication. Over time, virtual influencers will overcome the evolutionary distance from exotic communication tools to self-managed carriers of meaning. They will become independent actors of social communications, bringing society closer to the metaverse.

Corporate Communications: An International Journal, 2024

Purpose – This study aims to conceptualize, rethink and systematize methods used for measurement ... more Purpose – This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.
Design/methodology/approach – The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.
Findings – Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.
Originality/value – This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.

Бренд-комунікації: проблеми та рішення. Матеріали Другої Міжнародної науково-практичної конференції 29 травня 2024 р. / Київський національний університет імені Тараса Шевченка. Київ: ННІЖ КНУ імені Тараса Шевченка, 2024

На сучасних ринках конкуренція відбувається у двох взаємоповʼ язаних площинах: між брендами товар... more На сучасних ринках конкуренція відбувається у двох взаємоповʼ язаних площинах: між брендами товарними та корпоративними. Фокусуючись на певних привабливих характеристиках торгової пропозиції, товарні бренди ідентифікують товари та послуги, щоб покупці та клієнти мали змогу відрізняти їх від пропозицій конкурентів. Однак варто памʼятати, що за кожним продуктом стоїть компанія та люди, які беруть участь у його виробництві та просуванні, а також різноманітні групи стейкхолдерів, від яких залежить розвиток цього бізнесу. Окрім того, будь-який бізнес вже сам по собі є товаром, який має свою вартість. Акції компаній продаються на фондових ринках, тому їхнє просування так само підпорядковується загальним підходам маркетингу, ідентифікації та промоції, як і інші продукти з доданою вартістю. Все це зумовлює актуальність та важливість мети цього дослідження — визначити місце корпоративного бренду в ідентифікації бізнесу, спираючись на теоретичні дослідження в цій галузі, та розглянути, як це впливає на практику менеджменту та комунікацій компаній.

Scientific Notes of Institute of Journalism, 2023

The research aims to identify and systematize thematic directions and creative formats of content... more The research aims to identify and systematize thematic directions and creative formats of content used in brand communications on the TikTok platform. 112 videos, each receiving more than 1 million views, from 25 Ukrainian companies were selected for analysis.
As the study results showed, videos on behalf of brands in TikTok can be conditionally divided into three categories: entertaining, useful tips, and educational. Simultaneously, entertaining videos related to humor, jokes, pranks and coverage of life situations make up more than 90% of all content. In turn, it is possible to single out the most common formats of entertaining videos that companies use for marketing purposes. Among them are sketches, street polls, and challenges that are based on game mechanics and work effectively to attract viewers.
The recommendations developed as a result of the research relate to companies' search for their own star column, which provides the largest number of contacts and interaction with stakeholders, and methods of humanizing content, which ensures the right tone of voice. Comprehensibility, dynamism, and triggering of the video are the essential characteristics that correspond to the algorithms of TikTok promotion, providing viral effects and increasing the number of views and
audience engagement indicators.
It was concluded that the TikTok platform helps implement the communication strategy of brands aimed at building long-term relationships with stakeholders, creating conditions that contribute to the formation of desired consumer behavior, and can be successfully used as a
source of lead generation and organic traffic to stimulate sales.

Current Issues of Mass Communication, 2023

This study aims to determine innovative global trends in communications and their impact on the d... more This study aims to determine innovative global trends in communications and their impact on the development of the marketing and PR industry. For this, we applied trend analysis, one of the modern forecasting methods, which is based on the examination of secondary sources and news publications and allows the identification of weak information signals from various markets based on the mention of digital innovations. Innovative tools guide companies to construct a new reality for stakeholders, improve interaction methods with stakeholders, and form their favorable corporate image and brand positioning. We identified six trends that will impact the development of communications in the coming decades: machine learning; big data; virtual reality technologies; digital gamification; blockchain and NFT; migration to the metaverse. We concluded that these digital innovations would enrich the promotion toolkit, form a new socio-communication dimension, and produce a creative and meaningful context. In particular, we conclude that VR technologies will encourage further penetration of advertising and PR into the field of integrated virtual communications. Gamification will become more and more deeply rooted in all areas of marketing and PR activities, diversify interaction with stakeholders, and increase its effectiveness thanks to novelty, emotionality, and user involvement. Finally, NFT will become a symbol of innovation from the image perspective and a thematic platform for stakeholder communications. The article also outlines the features of marketing and PR in the metaverse.

Scientific Notes of Institute of Journalism , 2022

The study proves that corporate communications remain a strategically important area of managemen... more The study proves that corporate communications remain a strategically important area of management. At the beginning of a full-scale russian aggression, the Ukrainian companies sought not only to preserve the volume of communications but also to increase it. The priority group of stakeholders for them turned out to be the staff, as well as the customers, business partners, authorities and volunteer organizations. The most common topics are the company news, military assistance, volunteering and employee stories. The communication tonality has changed and is defined as optimistic, motivational, sincere and friendly. In the conditions of restrictions, the companies concentrated on using the social networks, groups and channels in messengers and corporate websites. The value of the research is in the fact that it contributes to expansion of understanding of the phenomenon of crisis corporate communications and, from a practical point of view, directs the companies to search for such approaches and methods of dialogue with stakeholders that help businesses to survive during the war.

Current Issues of Mass Communication, 2022

This material is submitted for discussion on the pages of the journal. It has the status of a wor... more This material is submitted for discussion on the pages of the journal. It has the status of a working version, a draft of a possible article, a preprint. Anyone can participate in the discussion by submitting their materials with a link to this material in the "Discussions" section of the following issues. The author of the same material, in the case of writing a scientific article, must make a reference to his material, which he submitted for discussion. The draft article is devoted to the online speech by the author at The 29th International Public Relations Research Symposium (BledCom) (Slovenia)

Вісник Львівського університету. Серія Журналістика, 2021

У статті досліджено світову та українську історію становлення корпоративної періодики. Проаналізо... more У статті досліджено світову та українську історію становлення корпоративної періодики. Проаналізовано хронологію і особливості розвитку цього виду видань у різних країнах. З'ясовано, що корпоративні медіа виникли у середині ХІХ ст. стихійно, на хвилі практичних потреб бізнесу, як відповідь на індустріалізацію, зростання компаній, збільшення кількості персоналу та розвиток споживчих ринків. Поява таких видань випередила формування галузі паблік рилейшенз та змінила структуру інформаційного простору. Ключові слова: історія, корпоративна періодика, корпоративні видання, корпоративні комунікації, корпоративні медіа, паблік рилейшенз.

Scientific Notes of Institute of Journalism, 2021

The article explores the thematic directions of corporate media of agricultural companies as a re... more The article explores the thematic directions of corporate media of agricultural companies as a reflection of their public relations functions. Using descriptive analysis of thematic vectors it has been defined that the specifics of agribusiness communications are caused by interaction with different types of stakeholders: staff, investors, partners, landowners, representatives of local communities, etc. This requires the relevant approaches in selection of topics and content creation, able to activate the intangible levers of general and reputation management. It is con- firmed that corporate media have a certain set of communication and image tasks aimed at im- proving the quality of interaction with stakeholders. The system function of corporate media is to create a joint communication space that facilitates effective information exchange, key mes- sages delivery, and feedback. This function is responsible for the company’s transparency and is important for its reputation and formation of stakeholders’ loyalty. The key role of corporate media in internal communications, introduction of corporate culture and identity as the basis of personnel management is ascertained. It is proved that the functional and thematic areas of cor- porate media are related to specific management tasks including social and environmental re- sponsibility, relationship between a person and organization as well as the role of top manage- ment and needs in training and development of staff not only as a production resource but also as a part of society. In view of this, it is concluded that the value foundation for building agri- business communications can be social issues, care for people and environment.

Scientific Notes of Institute of Journalism, 2020

The article studies the origins and the world historical experience of corporate communications b... more The article studies the origins and the world historical experience of corporate communications branch which with the growth and globalization of large business in the early XX century was separated into an independent public relations sphere of activity. The attempt has been made to generalize and to structure the acquired theoretical material dedicated to this topic. Based on the analysis of English-language scientific sources the corporate communications concept is characterized and its connection with other related areas including media activities is studied. The object of the study is considered through a historical prism as a set of management and communication approaches of business organizations aimed at effective interaction with internal and external stakeholders, harmonization of relations with society, management functions implementation, brand promotion, and business development in general. The influence of the most important historical events, certain companies, and individuals on the corporate communications evolution is traced. It is described how the historical realities affected the establishment of the studied concept, the peculiarities of its implementation, as well as transformations in the modern business and social and communication environment. It is proved that the corporate communications history largely coincides with the general chronology of public relations but at the same time has its clear line. The maturity, global nature, rich content, and practical significance of this activity for both business and society are demonstrated. One of the conclusions is that corporate communications integrate a number of applied management functions, covering the various communication roles, activities and tools due to a set of historical factors, and public relations is a macro-phenomenon under the auspices of which corporate communications have been formed and continue to develop.

Zarzadzanie Mediami, 2019

Th is article presents the results of the research of the current state, tendencies and developme... more Th is article presents the results of the research of the current state, tendencies and developments of the modern corporate media and the peculiarities of their use of innovations in communications. Th e theoretical part is based on the study of the knowledge base through a general review, critical analysis, systematization and generalization. Practical part contains analysis of statistical data and descriptive analysis of samples of corporate media. Th e overall state of the industry in corporate publishing in Ukraine is investigated. Th e data on projects presented during the last fi ve years for the Association of Corporate Media, Ukraine is analyzed. Features and prospects of development of printed and digital communication channels are considered. Th e innovative approaches used by companies when using corporate media are analyzed , the main trends of their development are formulated. A statement can be made that innovation signifi cantly transforms the status, content and forms of corporate media. In particular, with the reduction of printed publications, the company 's active development of social networking websites, online video, mobile applications, chat bots, other digital channels and communication tools are envisaged. Given the current state of corporate media it is possible to predict their further growth and deeper integration in social and business processes. More and more companies from diff erent industries will use this communication tool to build a comprehensive dialogue with the audience, create an image, promote the market for goods or services , and enhance corporate culture and employee motivation.

Problems and Perspectives in Management, 2020

In contemporary society, corporate communications are becoming an increasingly important and sign... more In contemporary society, corporate communications are becoming an increasingly important and significant component of management. This field includes not only building an external and internal image of a company but also interacting with stake-holders and achieving business aims. This research aims to define the potential and features of company's top officials (owners, CEOs, presidents, and other top managers) involvement in corporate communications and representing a business. It is based on the content analysis of corporate websites of the first 100 international companies from the Forbes list. The study demonstrated that most (62%) world successful firms involve their owners, CEOs, and top managers in corporate communications as speakers. At the same time, business owners appear on corporate websites less often (only 2%). CEOs engage in such communications in 47% of cases. Most often, other authorized representatives are speakers of companies (51%). A descriptive analysis of topics helped to distinguish the most common types of texts: formal ideological speeches, corporate news, corporate blog texts, and personalized corporate storytelling. Most texts are posted on corporate websites in the News chapter (28%). This suggests that news as a genre may be the most appropriate form of communication on behalf of management. Thus, some recommendations are proposed regarding the participation of top officials as speakers. From a practical point of view, companies can be guided by the outcomes of this research when deciding to engage their leaders in corporate communications.

Current Issues of Mass Communication, 2018

Lately, a special attention has been paid to business socialization development as a very importa... more Lately, a special attention has been paid to business socialization development as a very important aspect of the activity. Business activity relates not only to manufacturing material values or commodity exchange, but also to achievement of socially meaningful objectives and spreading universal values. It is through dialogue between the people and business, the company is finding its place in the general
system of moral and spiritual values, adapts to the conditions of the social environment and creates favourable relations with it. So far, the processes of socialization of business were considered mainly
from the point of view of management. The purpose of this research is to explicate the concept of business socialization in the view of its social and communicative nature. By means of systematization, generalization, structural-functional description and other methods of analysis of theoretical sources, the reflection of the notion of business socialization is considered. The connection with the principles of corporate social responsibility, scientific and practical approaches in
the field of corporate communications and public relations is determined. Besides, the role and specificity of communications, features of the use of modern communication channels in the processes of business socialization are determined in the study.
It is concluded that the concept of socialization of business should be considered from the standpoint of social communications as a kind of public relations, connected with the formation of public opinion
and the harmonization of social relations. Socialization occurs during the interaction of business with a society through the systematic implementation of the principles of CSR in the strategy of development
of companies. Communications in this context are seen as a system process, a tool for dialogue with the public environment and as a reputation management.
In the future, the vector of socialization should complement and deepen the traditional understanding of PR-activities. As a communication tool and image management, socialization of business must become a leverage, capable of changing the internal motivation of business, influencing its strategy, focusing on the true material and spiritual needs of society.

Інформаційне суспільство, 2012

The key aspects and principles of corporate media in the corporate communications system are high... more The key aspects and principles of corporate media in the corporate communications system are highlighted. The purpose and specific methods of using this information resource for achieving business goals of companies are explored.

Scientific notes of the Institute of Journalism, 2009

Peculiarities of using of different genres in corporate press (case study of the magazine "TNK")

Стиль і текст, 2009

The article deals with linguistic and stylistic peculiarities of Ukrainian Corporate Media

Держава та регіони. Серія: Соціальні комунікації, 2010

The article investigates the features of headlines in corporate media.

Science and Education a New Dimension. Humanities and Social Sciences, 2018

The main goal of the study is to find out the patterns and differences in the positioning of 10 i... more The main goal of the study is to find out the patterns and differences in the positioning of 10 international brands from the Forbes list and 10 leading Ukrainian brands in the most popular social networks. Through statistical and content analysis there have been identified the quantitative and qualitative indicators of their representation on Facebook, Twitter, Instagram, and also reviewed the frequency and thematic focus of publications. As a result, we have provided practical guidance on how to use social networks in brand communications.

Scientific notes of the Institute of Journalism, 2013

The article deals with the peculiarities of editorial management of the corporate press, the issu... more The article deals with the peculiarities of editorial management of the corporate press, the issue of organizational structure, staffing and interaction with the audience.

Information Society, 2008

The article examines the effectiveness of corporate media and their impact on business development

Scientific Notes of Institute of Journalism, 2024

The object of the study is virtual influencersdigital characters created with the help of compute... more The object of the study is virtual influencersdigital characters created with the help of computer programs and artificial intelligence, on behalf of which agencies maintain pages in social networks to increase the number of supporters and promote branded goods and services among them. This concept emerged in the last decade in a practical environment and is currently actively developing, attracting the attention of researchers. The relevance of the article, on the one hand, is related to the novelty of the phenomenon of virtual influencers, its lack of research, and on the other hand, the significant potential of influencing the formation of public opinion and changes in the principles and formats of communications in the digital age. The purpose is to conceptualize the "virtual influencer" phenomenon, define its role and place in modern digital communication, and outline its opportunities and risks. The research methods are a critical review of theoretical sources, publications in the industry media, and expert blogs of recent years, as well as a SWOT analysis based on consideration of practical aspects: content specifics, methods of interaction with the audience, and statistical indicators of the profiles of the most popular virtual influencers in social networks. The main conclusions are that virtual influencers are a new specific type of communicators, artificial technological and informational products of collective creativity that compete with live bloggers in digital reality. Currently, virtual influencers cannot communicate with the audience on their own. However, with the development of artificial intelligence technologies, they will learn this based on the analysis of the content of social networks. They will not just imitate live contact but will conduct meaningful communication. Over time, virtual influencers will overcome the evolutionary distance from exotic communication tools to self-managed carriers of meaning. They will become independent actors of social communications, bringing society closer to the metaverse.

Corporate Communications: An International Journal, 2024

Purpose – This study aims to conceptualize, rethink and systematize methods used for measurement ... more Purpose – This study aims to conceptualize, rethink and systematize methods used for measurement and evaluation (M&E) corporate communication.
Design/methodology/approach – The reflection is based on 462 key English-language books and papers devoted to M&E in the fields of corporate communication and public relations from the 1970th to 2023. Keywords in the titles and abstracts found the necessary materials. A critical analysis of the central concepts, models and methods described in the literature was conducted. As a result, a new model that unifies and structures the M&E toolkit is proposed for discussion.
Findings – Despite the significant contribution to developing a wide range of M&E models, they are still not perfect and universal. In addition, this system of approaches is continuously self-evolving and changing under the influence of digital innovations, so it requires steady rethinking and updating. On the other hand, most previous studies focused on communication management processes, losing focus on communication aspects. This led to the need for an alternative view based on proven theories to fill this gap. The proposed model combines quantitative and qualitative M&E methods for the five main components of corporate communication (communicator, audience, content, channels and result), covering a wide range of tools, from statistical and sociological research to big data analysis and neuro research.
Originality/value – This work contributes to developing the M&E theory of corporate communication, systematizing existing methods and opening new research perspectives. From a practical point of view, companies can use the presented approach for a more accurate and objective internal evaluation of the main components of corporate communication.

Бренд-комунікації: проблеми та рішення. Матеріали Другої Міжнародної науково-практичної конференції 29 травня 2024 р. / Київський національний університет імені Тараса Шевченка. Київ: ННІЖ КНУ імені Тараса Шевченка, 2024

На сучасних ринках конкуренція відбувається у двох взаємоповʼ язаних площинах: між брендами товар... more На сучасних ринках конкуренція відбувається у двох взаємоповʼ язаних площинах: між брендами товарними та корпоративними. Фокусуючись на певних привабливих характеристиках торгової пропозиції, товарні бренди ідентифікують товари та послуги, щоб покупці та клієнти мали змогу відрізняти їх від пропозицій конкурентів. Однак варто памʼятати, що за кожним продуктом стоїть компанія та люди, які беруть участь у його виробництві та просуванні, а також різноманітні групи стейкхолдерів, від яких залежить розвиток цього бізнесу. Окрім того, будь-який бізнес вже сам по собі є товаром, який має свою вартість. Акції компаній продаються на фондових ринках, тому їхнє просування так само підпорядковується загальним підходам маркетингу, ідентифікації та промоції, як і інші продукти з доданою вартістю. Все це зумовлює актуальність та важливість мети цього дослідження — визначити місце корпоративного бренду в ідентифікації бізнесу, спираючись на теоретичні дослідження в цій галузі, та розглянути, як це впливає на практику менеджменту та комунікацій компаній.

Scientific Notes of Institute of Journalism, 2023

The research aims to identify and systematize thematic directions and creative formats of content... more The research aims to identify and systematize thematic directions and creative formats of content used in brand communications on the TikTok platform. 112 videos, each receiving more than 1 million views, from 25 Ukrainian companies were selected for analysis.
As the study results showed, videos on behalf of brands in TikTok can be conditionally divided into three categories: entertaining, useful tips, and educational. Simultaneously, entertaining videos related to humor, jokes, pranks and coverage of life situations make up more than 90% of all content. In turn, it is possible to single out the most common formats of entertaining videos that companies use for marketing purposes. Among them are sketches, street polls, and challenges that are based on game mechanics and work effectively to attract viewers.
The recommendations developed as a result of the research relate to companies' search for their own star column, which provides the largest number of contacts and interaction with stakeholders, and methods of humanizing content, which ensures the right tone of voice. Comprehensibility, dynamism, and triggering of the video are the essential characteristics that correspond to the algorithms of TikTok promotion, providing viral effects and increasing the number of views and
audience engagement indicators.
It was concluded that the TikTok platform helps implement the communication strategy of brands aimed at building long-term relationships with stakeholders, creating conditions that contribute to the formation of desired consumer behavior, and can be successfully used as a
source of lead generation and organic traffic to stimulate sales.

Current Issues of Mass Communication, 2023

This study aims to determine innovative global trends in communications and their impact on the d... more This study aims to determine innovative global trends in communications and their impact on the development of the marketing and PR industry. For this, we applied trend analysis, one of the modern forecasting methods, which is based on the examination of secondary sources and news publications and allows the identification of weak information signals from various markets based on the mention of digital innovations. Innovative tools guide companies to construct a new reality for stakeholders, improve interaction methods with stakeholders, and form their favorable corporate image and brand positioning. We identified six trends that will impact the development of communications in the coming decades: machine learning; big data; virtual reality technologies; digital gamification; blockchain and NFT; migration to the metaverse. We concluded that these digital innovations would enrich the promotion toolkit, form a new socio-communication dimension, and produce a creative and meaningful context. In particular, we conclude that VR technologies will encourage further penetration of advertising and PR into the field of integrated virtual communications. Gamification will become more and more deeply rooted in all areas of marketing and PR activities, diversify interaction with stakeholders, and increase its effectiveness thanks to novelty, emotionality, and user involvement. Finally, NFT will become a symbol of innovation from the image perspective and a thematic platform for stakeholder communications. The article also outlines the features of marketing and PR in the metaverse.

Scientific Notes of Institute of Journalism , 2022

The study proves that corporate communications remain a strategically important area of managemen... more The study proves that corporate communications remain a strategically important area of management. At the beginning of a full-scale russian aggression, the Ukrainian companies sought not only to preserve the volume of communications but also to increase it. The priority group of stakeholders for them turned out to be the staff, as well as the customers, business partners, authorities and volunteer organizations. The most common topics are the company news, military assistance, volunteering and employee stories. The communication tonality has changed and is defined as optimistic, motivational, sincere and friendly. In the conditions of restrictions, the companies concentrated on using the social networks, groups and channels in messengers and corporate websites. The value of the research is in the fact that it contributes to expansion of understanding of the phenomenon of crisis corporate communications and, from a practical point of view, directs the companies to search for such approaches and methods of dialogue with stakeholders that help businesses to survive during the war.

Current Issues of Mass Communication, 2022

This material is submitted for discussion on the pages of the journal. It has the status of a wor... more This material is submitted for discussion on the pages of the journal. It has the status of a working version, a draft of a possible article, a preprint. Anyone can participate in the discussion by submitting their materials with a link to this material in the "Discussions" section of the following issues. The author of the same material, in the case of writing a scientific article, must make a reference to his material, which he submitted for discussion. The draft article is devoted to the online speech by the author at The 29th International Public Relations Research Symposium (BledCom) (Slovenia)

Вісник Львівського університету. Серія Журналістика, 2021

У статті досліджено світову та українську історію становлення корпоративної періодики. Проаналізо... more У статті досліджено світову та українську історію становлення корпоративної періодики. Проаналізовано хронологію і особливості розвитку цього виду видань у різних країнах. З'ясовано, що корпоративні медіа виникли у середині ХІХ ст. стихійно, на хвилі практичних потреб бізнесу, як відповідь на індустріалізацію, зростання компаній, збільшення кількості персоналу та розвиток споживчих ринків. Поява таких видань випередила формування галузі паблік рилейшенз та змінила структуру інформаційного простору. Ключові слова: історія, корпоративна періодика, корпоративні видання, корпоративні комунікації, корпоративні медіа, паблік рилейшенз.

Scientific Notes of Institute of Journalism, 2021

The article explores the thematic directions of corporate media of agricultural companies as a re... more The article explores the thematic directions of corporate media of agricultural companies as a reflection of their public relations functions. Using descriptive analysis of thematic vectors it has been defined that the specifics of agribusiness communications are caused by interaction with different types of stakeholders: staff, investors, partners, landowners, representatives of local communities, etc. This requires the relevant approaches in selection of topics and content creation, able to activate the intangible levers of general and reputation management. It is con- firmed that corporate media have a certain set of communication and image tasks aimed at im- proving the quality of interaction with stakeholders. The system function of corporate media is to create a joint communication space that facilitates effective information exchange, key mes- sages delivery, and feedback. This function is responsible for the company’s transparency and is important for its reputation and formation of stakeholders’ loyalty. The key role of corporate media in internal communications, introduction of corporate culture and identity as the basis of personnel management is ascertained. It is proved that the functional and thematic areas of cor- porate media are related to specific management tasks including social and environmental re- sponsibility, relationship between a person and organization as well as the role of top manage- ment and needs in training and development of staff not only as a production resource but also as a part of society. In view of this, it is concluded that the value foundation for building agri- business communications can be social issues, care for people and environment.

Scientific Notes of Institute of Journalism, 2020

The article studies the origins and the world historical experience of corporate communications b... more The article studies the origins and the world historical experience of corporate communications branch which with the growth and globalization of large business in the early XX century was separated into an independent public relations sphere of activity. The attempt has been made to generalize and to structure the acquired theoretical material dedicated to this topic. Based on the analysis of English-language scientific sources the corporate communications concept is characterized and its connection with other related areas including media activities is studied. The object of the study is considered through a historical prism as a set of management and communication approaches of business organizations aimed at effective interaction with internal and external stakeholders, harmonization of relations with society, management functions implementation, brand promotion, and business development in general. The influence of the most important historical events, certain companies, and individuals on the corporate communications evolution is traced. It is described how the historical realities affected the establishment of the studied concept, the peculiarities of its implementation, as well as transformations in the modern business and social and communication environment. It is proved that the corporate communications history largely coincides with the general chronology of public relations but at the same time has its clear line. The maturity, global nature, rich content, and practical significance of this activity for both business and society are demonstrated. One of the conclusions is that corporate communications integrate a number of applied management functions, covering the various communication roles, activities and tools due to a set of historical factors, and public relations is a macro-phenomenon under the auspices of which corporate communications have been formed and continue to develop.

Zarzadzanie Mediami, 2019

Th is article presents the results of the research of the current state, tendencies and developme... more Th is article presents the results of the research of the current state, tendencies and developments of the modern corporate media and the peculiarities of their use of innovations in communications. Th e theoretical part is based on the study of the knowledge base through a general review, critical analysis, systematization and generalization. Practical part contains analysis of statistical data and descriptive analysis of samples of corporate media. Th e overall state of the industry in corporate publishing in Ukraine is investigated. Th e data on projects presented during the last fi ve years for the Association of Corporate Media, Ukraine is analyzed. Features and prospects of development of printed and digital communication channels are considered. Th e innovative approaches used by companies when using corporate media are analyzed , the main trends of their development are formulated. A statement can be made that innovation signifi cantly transforms the status, content and forms of corporate media. In particular, with the reduction of printed publications, the company 's active development of social networking websites, online video, mobile applications, chat bots, other digital channels and communication tools are envisaged. Given the current state of corporate media it is possible to predict their further growth and deeper integration in social and business processes. More and more companies from diff erent industries will use this communication tool to build a comprehensive dialogue with the audience, create an image, promote the market for goods or services , and enhance corporate culture and employee motivation.

Problems and Perspectives in Management, 2020

In contemporary society, corporate communications are becoming an increasingly important and sign... more In contemporary society, corporate communications are becoming an increasingly important and significant component of management. This field includes not only building an external and internal image of a company but also interacting with stake-holders and achieving business aims. This research aims to define the potential and features of company's top officials (owners, CEOs, presidents, and other top managers) involvement in corporate communications and representing a business. It is based on the content analysis of corporate websites of the first 100 international companies from the Forbes list. The study demonstrated that most (62%) world successful firms involve their owners, CEOs, and top managers in corporate communications as speakers. At the same time, business owners appear on corporate websites less often (only 2%). CEOs engage in such communications in 47% of cases. Most often, other authorized representatives are speakers of companies (51%). A descriptive analysis of topics helped to distinguish the most common types of texts: formal ideological speeches, corporate news, corporate blog texts, and personalized corporate storytelling. Most texts are posted on corporate websites in the News chapter (28%). This suggests that news as a genre may be the most appropriate form of communication on behalf of management. Thus, some recommendations are proposed regarding the participation of top officials as speakers. From a practical point of view, companies can be guided by the outcomes of this research when deciding to engage their leaders in corporate communications.

Current Issues of Mass Communication, 2018

Lately, a special attention has been paid to business socialization development as a very importa... more Lately, a special attention has been paid to business socialization development as a very important aspect of the activity. Business activity relates not only to manufacturing material values or commodity exchange, but also to achievement of socially meaningful objectives and spreading universal values. It is through dialogue between the people and business, the company is finding its place in the general
system of moral and spiritual values, adapts to the conditions of the social environment and creates favourable relations with it. So far, the processes of socialization of business were considered mainly
from the point of view of management. The purpose of this research is to explicate the concept of business socialization in the view of its social and communicative nature. By means of systematization, generalization, structural-functional description and other methods of analysis of theoretical sources, the reflection of the notion of business socialization is considered. The connection with the principles of corporate social responsibility, scientific and practical approaches in
the field of corporate communications and public relations is determined. Besides, the role and specificity of communications, features of the use of modern communication channels in the processes of business socialization are determined in the study.
It is concluded that the concept of socialization of business should be considered from the standpoint of social communications as a kind of public relations, connected with the formation of public opinion
and the harmonization of social relations. Socialization occurs during the interaction of business with a society through the systematic implementation of the principles of CSR in the strategy of development
of companies. Communications in this context are seen as a system process, a tool for dialogue with the public environment and as a reputation management.
In the future, the vector of socialization should complement and deepen the traditional understanding of PR-activities. As a communication tool and image management, socialization of business must become a leverage, capable of changing the internal motivation of business, influencing its strategy, focusing on the true material and spiritual needs of society.

Інформаційне суспільство, 2012

The key aspects and principles of corporate media in the corporate communications system are high... more The key aspects and principles of corporate media in the corporate communications system are highlighted. The purpose and specific methods of using this information resource for achieving business goals of companies are explored.

Scientific notes of the Institute of Journalism, 2009

Peculiarities of using of different genres in corporate press (case study of the magazine "TNK")

Стиль і текст, 2009

The article deals with linguistic and stylistic peculiarities of Ukrainian Corporate Media

Держава та регіони. Серія: Соціальні комунікації, 2010

The article investigates the features of headlines in corporate media.

Science and Education a New Dimension. Humanities and Social Sciences, 2018

The main goal of the study is to find out the patterns and differences in the positioning of 10 i... more The main goal of the study is to find out the patterns and differences in the positioning of 10 international brands from the Forbes list and 10 leading Ukrainian brands in the most popular social networks. Through statistical and content analysis there have been identified the quantitative and qualitative indicators of their representation on Facebook, Twitter, Instagram, and also reviewed the frequency and thematic focus of publications. As a result, we have provided practical guidance on how to use social networks in brand communications.

Scientific notes of the Institute of Journalism, 2013

The article deals with the peculiarities of editorial management of the corporate press, the issu... more The article deals with the peculiarities of editorial management of the corporate press, the issue of organizational structure, staffing and interaction with the audience.

Information Society, 2008

The article examines the effectiveness of corporate media and their impact on business development

Цей навчальний посібник адресований насамперед студентам, які навчаються за спеціальністю 061 «Ж... more Цей навчальний посібник адресований насамперед студентам, які навчаються за спеціальністю 061 «Журналістика» освітнього рівня бакалавр освітньо-наукових програм журналістика і соціальна комунікація, реклама та зв’язки з громадськістю, видавнича діяльність і медіаредагування, медіапродюсування. Його мета – сприяти вивченню дисципліни «Медіавиробництво: промоція» та формуванню у студентів теоретичних основ і практичних навичок просування медійних продуктів у онлайн-просторі за допомогою ефективного використання PR-технологій, принципів рекламного менеджменту і медіапланування, управління проєктами та засобів цифрового маркетингу.

Корпоративні комунікації — це відгалуження паблік рилейшнз, і ширше — мистецтво правильного повод... more Корпоративні комунікації — це відгалуження паблік рилейшнз, і ширше — мистецтво правильного поводження та ефективного спілкування бізнес-організацій у соціумі. Представлена монографія — перше в Україні науково-популярне видання і практичний путівник, що комплексно і всебічно розглядає теоретичні й прикладні аспекти корпоративних комунікацій. Її автори — фахівець-практик у галузі управління репутацією Євген Загорулько, який має багаторічний досвід розвитку корпоративних комунікацій у великих компаніях, та доктор наук, професор Навчально-наукового інституту журналістики КНУ ім. Т. Шевченка Дмитро Олтаржевський — провели серйозну дослідницьку роботу. Монографія містить близько 560-ти посилань на переважно закордонні наукові праці, а також ключові визначення, авторські моделі і найцікавіші світові репутаційні кейси. Її мета — не лише сприяти переосмисленню засад і методів сучасних корпоративних комунікацій. Це спроба популяризувати міжнародні стандарти та досвід управління репутацією, гармонізації відносин між компаніями й суспільством. Особливий акцент зроблено на практиці корпоративної соціальної відповідальності, яка стає новітньою ідеологією бізнесу. Багатий, добре структурований матеріал, легкий стиль викладу й образна мова книжки приваблять науковців, представників бізнесу, досвідчених практиків у галузі корпоративних комунікацій, паблік рилейшнз і студентів, початківців, фахівців, які прагнуть розширити професійний світогляд.

Основи та методи діяльності сучасних корпоративних медіа , 2013

Ця монографія є першим в Україні комплексним науковим дослідженням корпоративних медіа як інструм... more Ця монографія є першим в Україні комплексним науковим дослідженням корпоративних медіа як інструменту соціальних комунікацій. У праці розглядаються теоретичні та історичні засади діяльності фірмової періодики, її роль і місце в сучасному інформаційному суспільстві. Визначаються можливості застосування цього специфічного різновиду ЗМІ в маркетингових комунікаціях, паблік рилейшнз, формуванні корпоративної культури компанії. На прикладі конкретних публікацій проаналізовані методи створення текстового медіаконтенту, зокрема обрання тематичних векторів, розроблення системи рубрик, використання жанрової палітри, заголовкового комплексу, арсеналу мовностилістичних прийомів. На підставі наявних теоретико-методологічних підходів та досліджень емпіричного матеріалу запропоновано нову модель оцінювання соціокомунікативної ефективності фірмових медіа.
Книжка адресована науковцям, фахівцям у галузі соціальних комунікацій, журналістики та видавничої справи, реклами та паблік рилейшнз, а також представникам бізнесу, редакторам корпоративних видань для використання у практичній діяльності.

Ця праця є першим в Україні навчальним посібником, присвяченим феномену соціальної реклами – особ... more Ця праця є першим в Україні навчальним посібником, присвяченим
феномену соціальної реклами – особливому різновиду комунікації,
спрямованому на формування поведінкових моделей соціуму та
досягненню суспільно значущих цілей. Він має на меті поглибити
уявлення майбутніх фахівців про сутність і функції соціальної реклами, визначити історичні, актуально-теоретичні та прикладні аспекти її діяльності, розглянути можливості використання креативних складників під час реалізації комунікаційних стратегій.

Цей навчальний посібник має допомогти майбутнім фахівцям сформувати арсенал знань про сутність, т... more Цей навчальний посібник має допомогти майбутнім фахівцям сформувати арсенал знань про сутність, типи та функції корпоративних медіа; ознайомитися з історичними, актуально-практичними та науково-прикладними аспектами діяльності корпоративних ЗМІ; з’ясувати роль корпоративних медіа в системі соціальних та корпоративних комунікацій, визначати їх як інструмент соціальних комунікацій; зрозуміти критерії ефективності діяльності корпоративного ЗМІ; виробити практичні навички в організації та забезпеченні діяльності корпоративних видань.