ПРОБЛЕМАТИКА КОММУНИКАЦИОННОЙ ТРАНСФОРМАЦИИ КАК ДРАЙВЕРА УСТОЙЧИВОСТИ СОВРЕМЕННЫХ ОРГАНИЗАЦИЙ В УСЛОВИЯХ ВНЕШНЕЙ НЕОПРЕДЕЛЁННОСТИ

Abstract:
The relevance of the research is due to the transformation of the communication environment of modern organizations. The increase in the number of channels and the intensity of interaction is accompanied not only by the expansion of information exchange opportunities, but also by the emergence of problems related to overload, the dispersion of the management context, the increase in cognitive costs and the decrease in transparency of communication processes. Communication ceases to perform an exclusively auxiliary function and begins to have a direct impact on the effectiveness of management, economic results and the sustainability of the personnel of organizations. The purpose of this study is to analyze the problems of communication transformation of modern organizations in conditions of external uncertainty and substantiate the conditions under which it can act as a driver of organizational stability. The results of the study showed that an increase in communication activity does not lead to an increase in efficiency without the presence of structured interaction management mechanisms. The key problems of the modern communication environment have been identified, including information overload, fragmentation of channels, and reduced process manageability. It is proved that communication transformation can act as a factor of sustainability only in the presence of a well-formed channel architecture, the creation of a single contour for fixing the managerial context, the rational distribution of communication load, the institutionalization of interaction rules, the development of feedback mechanisms and communication competence, as well as the use of digital tools to reduce information processing costs. The practical significance of the research lies in the possibility of applying the developed model to diagnose and improve communication processes in organizations. The proposed approaches can be used in the development of communication policy, the introduction of digital solutions and improving the effectiveness of management interaction, which ultimately contributes to strengthening the sustainability of organizations in the face of external uncertainty.