Management, Strategies, Tactics and Communication Technologies in Media

Abstract

Introduction: The relevance of the research topic is due to the rapid development of digital technologies, which significantly change the media and communication space, requiring a revision of traditional approaches to interaction with the audience. Given the changing information load and consumer preferences, there is a need to adapt communication strategies to modern challenges.

Objectives: The aims: to determine the effectiveness of modern media and communication strategies and offer recommendations for their optimisation in digital transformation.

Methods: The methodology includes content analysis and comparative analysis, which allowed us to systematise information and identify critical factors for the success of communication campaigns.

Results: Results showed that integrating traditional and new media, personalised content, targeting and visual communication significantly increases the effectiveness of interaction with the audience. Particular attention is paid to crowdsourcing and the audience's active involvement in the content creation, which helps build trust and loyalty to the brand.

Conclusions: The practical significance of the findings lies in developing recommendations for optimising media strategies that can be used in business, politics and social projects to improve the effectiveness of communications and achieve goals.