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Article

Эмпирический анализ и проектирование коммуникационного ландшафта социальных проектов

Курганов М. А., Пономарева Т. В.

The article contains the results of an empirical study devoted to the development of a universal management tool in the field of interaction with such social projects stakeholders as investors and project managers. The management tool is presented in the form of a reference model of the communication landscape with methodological recommendations for its use. The empirical basis of the study was 5356 social projects in Russia and the Perm Territory, a series of in-depth interviews with social project organizers, survey data from more than 150 respondents involved in the process of attracting investments in social projects. It is important to emphasize that the practical application of the universal management tool allows us to solve the problems in attracting investors to social projects comprehensively, taking into account the industrial, regional, typological and other features of the participants in the investment process, while forming effective attributes of the investment brand, including: an individual approach to the development of an investment proposal, "Personal stories", reflecting the social values of the project, reputational and other investors’ benefits. Moreover, the model of the communication landscape can form the basis for the creation of a digital platform, aimed at accumulating the existing variety of social projects of a specific territory and solving strategic problems in stakeholder management within the social projects industry.