Transformation of communication management in extracurricular school
Authors: Kaznacheieva Tetiana 
Published: February 2025

The article examines communication management as a way of organising and interacting in an out-of-school education institution, which has an impact on determining the competitiveness of the institution. In the context of martial law, educational management has undergone significant transformations, and flexibility and adaptability have become a key factor in ensuring the continuity of the educational process and maintaining high quality education. The change in geography caused by forced migration has set new challenges for out-of-school education institutions in terms of organising and providing an educational environment, developing new approaches to management, including communications. Since the current state of management of out-of-school education institutions is characterised by a number of challenges that directly affect the efficiency of functioning and development, traditional management models based on a rigid hierarchy and one-way communication no longer meet the requirements of the times and need to be significantly updated, where management capacity will become one of the areas of transformation. And transforming in a time of war is a challenge for everyone and, at the same time, a critical and basic necessity for the future. The article analyses the latest research and publications of scholars on management issues, the importance of communications and technologies that are important for the efficiency and effectiveness of management and management interactions, as well as the justification of the definition by scholars that an adaptive, innovative approach is the driving force behind the development of modern educational institutions. It stimulates the constant search for new solutions and approaches to management, which allows to adapt to a changing external environment and ensure high quality of educational services. This allowed the author to determine the importance of developing new management models, especially communication management. It has been proved that the uniqueness and competitiveness of an out-of-school education institution depends on the modernisation of management, a well-established algorithm of interaction, methodology and tools, while at the same time on the content and application of the latest information and communication technologies. The article defines and analyses the matrix management of communications, as well as identifies its strengths and weaknesses. It is found that electronic communications have become a challenge in the XXI century, which has led to digitisation, automation of various processes and led to algorithmisation of management processes. Inthis context, new forms of communication have emerged that have expanded the capabilities of both business and educational institutions. Based on the analysis of theory and practice, the article proposes a model of communication management of an out-of-school education institution, which has features and innovations that are aimed at influencing the quality of educational services and is also effective for developing the image of an out-of-school education institution. The availability of such a communication model on a single digital platform is an integral component, an element of transformation, adaptive management in an out-of-school education institution, in order to obtain prompt and unified information and form the publicity capital of the institution, strengthening its status in the out-of-school education system. Therefore, in order to make further decisions, namely, the formation of effective communication management of an out-of-school education institution, it is necessary to take into account both the positive achievements we have and the challenges caused by various factors.