STRATEGIC COMMUNICATION MANAGEMENT FOR ENSURING THE IMPLEMENTATION OF A COMPANY'S MISSION, VISION, AND PRINCIPLES OF SUSTAINABLE DEVELOPMENT

The article examines the impact of communication strategy on the implementation of the corporate mission and vision of an enterprise in the context of digital transformation. The scientific approaches to understanding the role of mission and vision in strategic management are summarised, and the importance of communication strategy as a key tool for ensuring the unity of strategic guidelines, management decisions and corporate culture is revealed. It is asserted that a mission and vision which have been clearly formulated, and which are communicated in an effective manner, have the capacity to provide strategic orientation of employees' behaviour, to support for change, to increase stakeholder trust and to enhance reputational capital. The article delineates the primary impediments that hinder the effective implementation of the mission and vision through communication actions. The barriers to effective strategic communication in the digital environment are numerous and complex, and include the following: a low level of staff involvement in strategic communications; formality in the transmission of values; a gap between communication goals and actual management practice; and fragmentation of internal information policy in the digital environment. It has been posited that an efficacious communication strategy should provide for systematic interaction with stakeholders based on transparency, adaptability and semantic consistency of messages. The following model is proposed for use in representing the relationship between the key elements of the communication strategy and the components of corporate identity. This model enables enterprises to align communication actions with the mission, vision and strategic priorities of the organisation. The study demonstrates that the communication strategy functions not only as a tool for reputation management, but also as a mechanism for strengthening organisational identity, adapting to external challenges and building long-term trust in the company. The author identifies directions for further research, in particular the study of communication dynamics in the context of digital transformation and the application of interdisciplinary approaches to the development of strategic communication models.