Internal Communications System in Reputation Management of a Cultural Institution in Ukraine: A Dimension of Corporate Culture

Abstract

The purpose of the article is to represent the role of internal communications in shaping reputation management for cultural institutions in Ukraine through the prism of corporate culture. The research methodology is based on the general scientific and special research methods: analysis, synthesis, case method, information monitoring based on corporate culture metrics, generalisation, systematisation of materials. The scientific novelty of the study is as follows: this issue is one of the first synthesised works, which determine the role of internal communications for the reputation management of a cultural institution through the prism of the level of corporate culture. Based on the case analysis, the authors use the metrics of level to corporate culture and test the reputational potential of the cultural institution, using the example of the State Historical and Cultural Reserve of the City of Ostroh in Rivne region. Conclusions. Based on the analysed metrics, it can be stated that the corporate culture of the State Historical and Cultural Reserve of the City of Ostroh of the Rivne Regional Council is at the stage of active transformation. There is a transition from a hierarchical culture (typical of state institutions with clear instructions, stability) to a mixed clan type (team cohesion, devotion to traditions) and adhocracy cultures (orientation on innovation, grants, creativity). Among the strengths of corporate culture, we can highlight a high value orientation towards preserving heritage and patriotism, which allows us to maintain the core of the team despite low financial incentives, as well as readiness for change and openness (digitalisation, inclusion). The main challenge is to maintain a balance between high workload and the risk of emotional burnout of staff. It is also critical to maintain human resource potential in the face of limited funding and nationwide challenges. Thus, to strengthen corporate culture, it is worth formalising intangible incentives and strengthening internal communications. After all, every stakeholder (from scientist to caretaker) must understand their role in achieving the strategic goals of the cultural institution.