A MODEL OF GENDER-SENSITIVE COMMUNICATION MANAGEMENT IN CORPORATE SOCIAL INITIATIVES МОДЕЛЬ ГЕНДЕРНО-ЧУТЛИВОГО УПРАВЛІННЯ КОМУНІКАЦІЯМИ КОМПАНІЇ У СФЕРІ СОЦІАЛЬНИХ ІНІЦІАТИВ

Abstract

The article examines the theoretical and applied foundations of gender-sensitive communication management in corporate social initiatives. The aim is to develop a systemic model integrating gender equality into corporate communication processes to enhance CSR effectiveness and stakeholder engagement. A three-level model (input–process–output) is proposed, encompassing gender analysis, communication design, implementation, and monitoring and control.

A KPI-based evaluation framework is developed to assess inclusivity, transparency, and reputational outcomes of communication systems. A comparative case study of enterprises demonstrates that higher maturity of communication systems leads to stronger stakeholder trust, improved transparency, and greater effectiveness of social initiatives.

The findings confirm the importance of integrating gender-sensitive communication strategies into CSR and ESG frameworks for sustainable development. The methodology is based on a systemic approach combining stakeholder theory, CSR principles, and gender mainstreaming in corporate communications.

The study identifies key stages of communication management including gender analysis, message design, channel selection, implementation, and monitoring. Additionally, a system of performance indicators is proposed to ensure measurable assessment of gender-sensitive communication effectiveness.

The scientific novelty lies in the development of an integrated model that operationalizes gender equality principles within corporate communication systems. The model contributes to improved stakeholder engagement, reputational resilience, and long-term sustainability of corporate social initiatives.

Practical implications include recommendations for implementing gender-sensitive communication strategies in enterprises of different scales and sectors. Limitations and future research directions highlight the need for empirical validation across diverse industries and cultural contexts.

Overall, the research provides a structured framework for embedding gender equality into corporate communication practices and supports the transition toward more inclusive and socially responsible business models. The results are relevant for CSR managers, communication specialists, and policy makers seeking to improve gender-sensitive governance and sustainable development outcomes in modern enterprises and contributes to evidence-based corporate management practices in this field of study area.