THE ESSENCE AND CONTENT OF CORPORATE COMMUNICATIONS OF FITNESS ORGANIZATIONS IN THE CURRENT ECONOMIC ENVIRONMENT

Abstract

Introduction. The article is devoted to defining the essence, content and role of modern corporate communications. The article discusses the basic principles of building the organization’s communication system, analyzed elements and stages of the communication process, and the main communication barriers. Based on the results of the study, the authors propose a structural diagram of the organization’s communication system. Objective. Сonsider and analyze the essence, role and specificity of corporate communications in fitness organizations in modern economic conditions. Methods: analysis of scientific literature and the Internet, including content analysis, comparison, systematic approach and generalization. Results. The authors of the article researched different approaches to the concept of “communication”. Not only the strengths and weaknesses of each approach are analyzed, but also a new, more comprehensive definition of corporate communications is proposed. The authors delve into the intricacies of corporate communications in fitness organizations, offering the basics for developing and implementing an effective communications strategy. Conclusions. Effective corporate communications play a key role in the fitness industry. Clear and consistent communication with customers, employees and other stakeholders can help fitness organizations build a strong brand, increase customer loyalty and achieve their business goals. To build effective corporate communications, fitness organizations must develop a comprehensive strategy, allocate appropriate resources, use a multichannel approach, create a culture of open communication, and continuously measure and evaluate their efforts.