Value-based approach in communication management as an innovative solution of Russia's nuclear power industry

Nuclear power represents a wide communication potential and technological capabilities. At the same time, the field of nuclear energy is undergoing a state of crisis that hinders its development. The purpose of the article is to prove the hypothesis that the introduction of a value-based approach to communication management will help overcome existing problems and thereby significantly increase the efficiency of the nuclear industry. The innovative impact of the introduction of the value-based approach in one of the divisions of ROSATOM State Corporation is considered. The concepts of VBA, which are essential for understanding communication management, are described; the main components of the VBA are considered, and the key stages of its implementation in an energy company are outlined. The principles testifying to the correct development of the company after changing the course of communication management based on the approach are given. Based on the results of a comprehensive analysis, estimates of ROSATOM's value-focused activities in the cities of its presence are given: the corporation's value-oriented programs and projects are analyzed, the basics of information and communication policy and top-priority strategic components in the communication management system are formulated. The influence of the VBA, as an innovation, on the reputation of the company and the effectiveness of its activities is revealed. The research methodology contains a set of approaches that have been developed in PR practice, including categorical analysis based on theoretical sources, content analysis of information flows generated by the company, consideration of an example of implemented VBA implementation activities in the company's corporate environment, as well as a heuristic method of participant observation. The considered specific examples of VBA implementation in ROSATOM's fuel division have made it possible to determine the innovative nature and unparalleled impact of this approach at the current stage of civilization development.

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