COMMUNICATION APPROACHES TO THE PROMOTION OF THE REGIONAL STRATEGY AND ENSURING THE COMPETITIVENESS OF THE REGION

Viktoriya Bozhkova; Nataliia Illiashenko; Liubov Syhyda

doi:10.32782/dees.6-20

Viktoriya Bozhkova Sumy State Pedagogical University named after A.S. Makarenka https://orcid.org/0000-0002-1557-3819
Nataliia Illiashenko Sumy State Pedagogical University named after A.S. Makarenka https://orcid.org/0000-0002-1426-1215
Liubov Syhyda Sumy State Pedagogical University named after A.S. Makarenka https://orcid.org/0000-0002-0319-8070

Keywords: communications, competitiveness, tools, region, measures, means, stages

Abstract

The article examines the tools, measures and means used in the field of modern promotion of regional strategy in order to solve complex tasks and practical problems of ensuring their competitiveness at the national and international levels. The authors suggested systematizing the communication toolkit according to groups (measures, means, tools), and in each of the groups to distinguish specific features (measures should be divided by the sphere of activity, by types, by the direction of influence, by goals; tools – by communication and technological features; means - according to technical possibilities of communication, television, radio, Internet). This makes it possible to deepen the understanding of each of the elements of the toolkit and to formulate recommendations for their more effective use in the promotion of regions. The authors proposed to improve the theoretical and methodological approach to the formation of instrumental means, taking into account the goals and mutual coordination of the elements of the management system.

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