Corporate Media of Ukrainian Agribusiness: Topics and Functions

Abstract

The article explores the thematic directions of corporate media of agricultural companies as a reflection of their public relations functions. Using descriptive analysis of thematic vectors it has been defined that the specifics of agribusiness communications are caused by interaction with different types of stakeholders: staff, investors, partners, landowners, representatives of local communities, etc. This requires the relevant approaches in selection of topics and content creation, able to activate the intangible levers of general and reputation management. It is confirmed that corporate media have a certain set of communication and image tasks aimed at improving the quality of interaction with stakeholders. The system function of corporate media is to create a joint communication space that facilitates effective information exchange, key messages delivery, and feedback. This function is responsible for the company’s transparency and is important for its reputation and formation of stakeholders’ loyalty. The key role of corporate media in internal communications, introduction of corporate culture and identity as the basis of personnel management is ascertained. It is proved that the functional and thematic areas of corporate media are related to specific management tasks including social and environmental responsibility, relationship between a person and organization as well as the role of top management and needs in training and development of staff not only as a production resource but also as a part of society. In view of this, it is concluded that the value foundation for building agri- business communications can be social issues, care for people and environment.