Applied aspects of formation of communication strategy of local self-government body on the basis of Zymnovodivska TG
Abstract. The implementation of the communication strategy requires significant financial costs and human capital. The communication strategy will allow the institution to expand its activities. The purpose of the study is to form a communication strategy of the local government on the basis of Zymnovodivska TG. Marketing communication is the maintenance of constant communication with the client, constant contact and the formation of a positive image. Communication strategy is a plan for a certain period of time, which the company is guided by when communicating with different target audiences. The problem of most local communities is that they do not have a marketing department, which should be one of the key in the institution. The advantages of the local government on the basis of Zymnovodivska TG in order to attract potential investors were identified and ways to improve TG communications were identified. A comprehensive communication strategy should include both external communications, namely the links of the local government with the environment outside the institution: various target groups, the media, representatives of other TGs, regional and national authorities, etc .; and internal communications. The objectives of the new strategy should include key aspects of communication. Therefore, based on all available data of Zymnovodivska TG, the main goals and objectives of the territorial community development strategy were developed and analyzed. An algorithm is needed to build a successful communication strategy. Algorithm on the basis of which a new communication strategy of Zymnovodivska TG will be built. One of the basic tools of external communication is recommended to conduct an analysis of Zymnovodivska TG, the results of which may be interesting for potential investors. The role of the so-called “message house” is defined - a template that aims to help form the structure of communications from the main messages to their implementation.
Key words: communication strategy, marketing communications, local self-government body, Zymnovodivska TG.