DEVELOPING AND APPLYING COMMUNICATIVE NLP RAPPORT IN THE MANAGERIAL PRACTICE OF PUBLISHING AND PRINTING COMPANIES: A METHODOLOGICAL PERSPECTIVE

The article examines the methodology for the formation and application of communicative NLP rapport as a tool for enhancing the effectiveness of a manager’s professional activity in a publishing and printing company. The relevance of the study is determined by the growing need to improve managerial communication in the context of a dynamic production environment, where the quality of interpersonal interaction directly influences project outcomes, customer loyalty, and staff motivation. The study analyzes contemporary scientific sources that highlight the role of rapport as a technique for building trust, emotional connection, and alignment in managerial practice. Particular attention is paid to neuro-linguistic programming (NLP) as a methodological foundation for developing the communicative competence of managers. The key NLP rapport techniques – mirroring, calibration, pacing, and reframing – have been identified, along with their adaptation to the specifics of the publishing and printing sector. It is noted that in the professional activity of a manager in a publishing and printing company, communicative NLP rapport can be effectively applied in a number of typical situations. For example, during the coordination of a technical layout with a designer, when it is important to quickly establish emotional contact and avoid conflicts. In communication with a dissatisfied client, rapport enables the reduction of tension and redirects the dialogue into a constructive channel. During coordination between the printing department and the editorial office, rapport techniques facilitate the precise transmission of instructions and reduce the number of revisions. In internal meetings, rapport helps the manager create an atmosphere of trust, which enhances motivation and team engagement. The article proposes an original model for implementing communicative NLP rapport, which includes staff training stages, the development of internal checklists, the use of a communication effectiveness assessment matrix, and regular coaching sessions. Economic efficiency modelling of the methodology implementation has been carried out, demonstrating a reduction in losses due to communication errors, shorter order coordination times, increased repeat client requests, and improved emotional climate within the team. The results of the study confirm the feasibility of integrating communicative NLP rapport into the system of professional training for managers, as well as into internal standards of personnel management and customer service. The proposed methodology can be adapted to other sectors of small business where interpersonal communication is a critical success factor. The article has practical value for executives, HR specialists, business trainers, and scholars who explore the humanistic aspects of management.