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Liburkina L. M.

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Strategic Communications in the System of Socially Responsible Business in the Formation of Leadership Qualities of a Manager in the HR Economy
Arefieva O. V., Petrovskyi O. O.

Arefieva, Olena V., and Petrovskyi, Oleksandr O. (2026) “Strategic Communications in the System of Socially Responsible Business in the Formation of Leadership Qualities of a Manager in the HR Economy.” Business Inform 3:578–587.
https://doi.org/10.32983/2222-4459-2026-3-578-587

Section: Management and Marketing

Article is written in Ukrainian
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UDC 005.57:005.32:005.95/.96:331.1

Abstract:
The article examines the role of strategic communications in the system of socially responsible business and substantiates their significance for the development of a manager’s leadership qualities in the context of the emerging HR economy. It is found that current transformations of the economic environment, the digitalization of managerial processes, the growing importance of human capital, and the increasing social expectations regarding business responsibility create the need to integrate strategic communications into the enterprise management system. It is proved that strategic communications should be considered not merely as a tool for informational support of managerial decisions, but as a comprehensive mechanism for coordinating interaction among management, employees, partners, customers, and other stakeholders, ensuring transparency, trust, goal alignment, and the formation of corporate culture. It is substantiated that, within the framework of socially responsible business, strategic communications create the foundation for the development of managers’ leadership qualities, in particular their ability to engage in open dialogue, exercise ethical influence, make well-grounded managerial decisions, manage change, develop teamwork, and mobilize employees toward achieving strategic results. It is determined that the HR economy strengthens the role of the manager as a communication leader, since human capital in a modern organization acts not only as a resource, but also as a strategic asset and a source of value creation. The study proves that the integration of strategic communications into the system of socially responsible business contributes to improving the efficiency of human resource management, strengthening the enterprise’s reputation, building trust within the organization, fostering innovative activity, and enhancing competitiveness. The main tools of strategic communications in socially responsible business are generalized, including corporate, public, digital communications, and corporate social responsibility communications. It is concluded that strategic communications in the system of socially responsible business are one of the key factors in shaping the modern leadership potential of a manager and ensuring sustainable enterprise development in the conditions of the HR economy.

Keywords: strategic communications; socially responsible business; leadership; corporate social responsibility; human resource management; stakeholders; corporate culture; HR economy; human capital; competitiveness; digitalization; change.

Fig.: 2. Tabl.: 1. Bibl.: 16.

Arefieva Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Financial Technologies and Business, State University «Kyiv Aviation Institute» (1 Lubomyra Husara Ave., Kyiv, 03680, Ukraine)
Email: [email protected]
Petrovskyi Oleksandr O. – PhD, Lecturer, Department of Marketing, European University (16-V Akademіka Vernadskoho Blvd., Kyiv, 03115, Ukraine)
Email: [email protected]

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