Strengthening reputation as an element of communication activities of an agricultural transnational company

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Антоник Н. М. № 2 (90) 279-289 Image Image

The article examines the strengthening of reputation as a key component of com­munication activity in the agrarian transnational company Goodvalley Ukraine. The study highlights the importance of building and maintaining a positive corporate image through consistent, transparent, and socially oriented communication. It reveals that public communication serves as the foundation for the company’s reputation management, combining official statements, printed materials, and direct interaction with stakeholders. Corporate publications–such as newspapers, magazines, brochures, and promotional products – are tailored to the sociocultural characteristics of rural audiences, emphasizing respect, clarity, and practical usefulness. The company’s repre­sentatives actively engage in educational initiatives, visiting agricultural colleges and universities in Western Ukraine, participating in qualification assessments, and supporting professional contests, which enhance the company’s visibility and credibility.

A central aspect of Goodvalley Ukraine’s communication policy is transparency and social responsibility. Annual reports and sustainability reports are publicly available, ensuring openness regarding both achievements and challenges. The company regularly communicates about its social projects and community investments, inclu­ding infrastructure development, educational support, and grant competitions for local initiatives. A special focus is given to the humanitarian project Help Ukraine NOW, launched during the full-scale Russian-Ukrainian war to support internally displaced persons. Its activities – providing food, shelter, equipment, and psychological support – serve as evidence of the company’s ethical commitment and compassion. Finally, the article analyses the company’s approach to crisis communication, based on the model “crisis – consequences – communication – solution.” Timely and transparent information exchange, combined with community involvement, allows Goodvalley Ukraine to minimize reputational risks and strengthen stakeholder trust.

Keywords: agrarian transnational company, reputation, communication activity, social responsibility, corporate culture, crisis communication.

doi: 10.32403/0554-4866-2025-2-90-279-289


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