THE STAKEHOLDER APPROACH IN STRATEGIC COMMUNICATIONS: INTERNATIONAL AND CORPORATE DIMENSIONS

Abstract

The article examines the stakeholder approach as a methodological framework for analysing strategic communications in both international and corporate dimensions. The study aims to substantiate the stakeholder approach as a conceptual logic that enables the integration of different levels of communication interaction within a unified analytical framework. The research is based on a combination of stakeholder theory and multi-level analysis of strategic communications. The study employs methods of analysis and synthesis, comparative analysis, and the structural-functional approach. The paper demonstrates that international and corporate dimensions of strategic communications share a common stakeholder foundation but differ in their strategic objectives, temporal horizons, and forms of accountability. In the international context, strategic communications focus primarily on legitimacy, narrative formation, and long-term support from global audiences, while in the corporate sphere they are integrated into systems of reputation management, ESG communication, and crisis response. Particular attention is devoted to the transformation of stakeholder structures under conditions of digitalisation and crisis. The article argues that digital platforms should be considered not only as communication channels but also as independent stakeholders capable of shaping narratives and redistributing communicative power. The study proposes a conceptual interpretation of strategic communications as a multi-level system of stakeholder interaction in which corporate and international dimensions represent analytically distinct but interconnected levels of communication strategy implementation.