ციფრული კომუნიკაციების მნიშვნელობა სტრატეგიული კომუნიკაციის კონტექსტში

In the modern world the role of digital communications is very important in terms of strategic communication. This trend is not far behind Georgia, where many organizations are trying to explore deeply and successfully implement digital communication tools in their own strategic communications.
The thesis describes the cases of Georgian and international practices, the trends and challenges revealed by statistical research, the theoretical basis for strategic communication and digital instruments and the importance of integrating them together.
The aim of our research is to study the practical usage of strategic communication in public and private organizations, to determine the impact of digital communications on consumers’ behavior, for which we conducted qualitative and quantitative researches on pre-determined auditory - examined heads of the organizations, its representatives and field experts, through quantitative research using electronic form questionnaires (interviewed about 400 people) we have identified statistics for digital media usage. The studies resulted in interesting trends that are detailed in the thesis.
Despite the fact that the Strategic Communication Plan should be adjusted to the company's individual goals and objectives, we have developed general principles in the form of recommendations which are appropriate for any organizations