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Item type:Наукова стаття, Enhancing Digital Leadership and Crisis Management Skills for Advancing Sustainable Development Goals(2025-03-01) Mialkovska, Liudmyla; Koretska, Nataliia; Koshchii, Oksana; Stryzheus, Liudmyla; Abramova, Iryna; Kutsai, Nataliіa; Semeniuk, PavloThe study’s relevance lies in the need to develop leaders’ digital competences to achieve sustainable development goals. The article aims to study the role of digital leadership and crisis management training as tools for achieving sustainable development goals in digital transformation. The study uses literature analysis, generalisation, systematisation, statistical data analysis and forecasting to determine the role of digital leadership and crisis management training in digital transformation and sustainable development. The results of the analysis of changes in the level of digital skills show a stable trend towards a decrease in the share of people with a high level of information (by 9.24%) and communication (by 10.06%) skills, as well as digital content creation skills (by 14.38%) in 2023. However, forecasting indicators for the following periods revealed the possibility of a further increase in the level of digital skills in 2025, in particular information (by 2.13%), communication (by 1.19%), and digital content creation skills (by 4.68%). Digital leadership is an important component for ensuring progress in achieving the Sustainable Development Goals, as it contributes to developing key skills necessary for the resilience of organisations and society as a whole in the face of global challenges.Item type:Наукова стаття, Brand Communication Strategies and PR Technologies for Crisis Management in the Media Sector(2025-10-22) Mialkovska, Liudmyla; Abramova, Iryna; Smolych, Dariia; Hubina, Alla; Zelenko, Oksana; Sadova, LarysaAlthoughtherearelargeadvantagesofcoachinginterventions,somelimitationstoourstudyaretheimbalanceofthecoachingexperienceofparticipants,varyinglengthoftheprograms,andtheheterogeneityofprofessionalgroups. Thesevariablescanhavesomeroleinthenatureofchange,and,therefore,theconclusionsmustbegeneralizedwithcare.Furtherresearchmustconcentrateoncausalinteractionsamongpersonalpsychologicalprocessesofcoaching,theeffectsinsteadyandcrisisenvironmentswithlong-termoutcomes,andthesimulationoftheeffectsofdigitalplatformsonprofessionalidentityandautonomyofprofessionals.Thearticleisacombinationofstatisticalanalysisofsociologicaldata(2020-2025),casestudiesofthemostpopularUkrainianmediainthewar,andasurveyoftheaudienceperception(n=347).Theeffectivenessofcrisiscommunicationinrelationtomedialiteracy,informationconsumption,andtrustwasevaluatedbymeansofstatisticalanalysis. Thecommondigitalmediacrisis-managementmechanismswereidentifiedincasestudies,andtheeffectofage,sourcetype,andfrequencyofnewsconsumptiononaudiencereactionswasanalyzedbytheMANOVA.Theoutcomeofempiricalresearchrevealedthestatisticallysignificantage-baseddifferencesinperceptionofcrisisbrandcommunicationbymedia(Trace=0,380;F(51,987)=2,806;p<0,001). Likewise,therateofnewsconsumptionhasagreatinfluenceonthelistofevaluationsofmediamessagesincrisis(Trace=0,415byPillai;F(34,658)=5.061;p<0,001). Moreover,thereweremajordisparitiesintheaudienceevaluationofthecrisiscommunicationsbasedonthetypeofthemainchannelofnewsreceipt(TraceofPillai=0,579;F(34,658)=7,892;p=0,001). Therefore,theresultssubstantiatethefactthattheage,thedegreeofinvolvementinthemediacontent,andtheinformationformataremajorfactorsthataltercognitiveandevaluativeresponsesoftheaudience.Thefindingsindicatethattheperceptionofcrisiscommunicationdependsonage,sourcetype,andnewsconsumption,soitissuggestedtousesegmentedapproachestothetargetaudience,andmedialiteracy,mediatransparency,andregulationofinformationloadscanbeusedasmethodstobuildtrustinandtheeffectofmessages.Item type:Наукова стаття, Enhancing digital leadership and crisis management skills for advancing sustainable development goals(2025) Mialkovska, Liudmyla; Koretska, Nataliia; Koshchii, Oksana; Stryzheus, Liudmyla; Abramova, Iryna; Kutsai, Nataliia; Semeniuk, PavloThe study’s relevance lies in the need to develop leaders’ digital competences to achieve sustainable development goals. The article aims to study the role of digital leadership and crisis management training as tools for achieving sustainable development goals in digital transformation. The study uses literature analysis, generalisation, systematisation, statistical data analysis and forecasting to determine the role of digital leadership and crisis management training in digital transformation and sustainable development. The results of the analysis of changes in the level of digital skills show a stable trend towards a decrease in the share of people with a high level of information (by 9.24%) and communication (by 10.06%) skills, as well as digital content creation skills (by 14.38%) in 2023. However, forecasting indicators for the following periods revealed the possibility of a further increase in the level of digital skills in 2025, in particular information (by 2.13%), communication (by 1.19%), and digital content creation skills (by 4.68%). Digital leadership is an important component for ensuring progress in achieving the Sustainable Development Goals, as it contributes to developing key skills necessary for the resilience of organisations and society as a whole in the face of global challenges.Item type:Наукова стаття, Digital Marketing Communications Strategies and Social Media within a Competitive Educational Landscape: Experiences from Europe(Ontario: International Development Agency, 2025) Visyn, Valentyn; Mialkovska, Liudmyla; Zabiiaka, Iryna; Lorvi, Iryna; Haponchuk, Olena; Hubina, АllaDigital marketing research has become relevant in the European educational space because of heightened competition among universities and a fast-paced digital transformation of the educational process. The purpose of this article is to analyze digital marketing communication strategies that European educational institutions apply amid cut-throat competition and measure the effectiveness of those strategies according to the level of digital literacy of the local populations. The research methodology consists of open statistical data analysis and classification of communication strategies, plus an inquiry into the primacy of adoption of digital technologies into marketing campaigns run by European educational institutions. Altogether, the study shows a predominant trend of the deployment of omnichannel strategies, personalized advertising, video marketing, influencer marketing, and automated CRM systems to attract students and retain their loyalty. The findings confirm the notion that in western countries with high digital literacy the marketing executor would be an automated system, whereas the simpler marketing tools would predominate in Southern and Eastern Europe. Within the article are discussed some issues for European educational institutions working in the field of digital marketing, which relate notably to the adaptation of strategies to appeal to different target audiences and the introduction of innovative technologies into the educational process. The suggested solutions to optimize digital marketing campaigns call for personalizing campaigns, social networks, gamification, and greater opportunities with AI. Practically, this work aids the formulation of effective communication strategies, which may help boost the competitiveness of European universities. Further research should therefore focus on estimating the long-term influence of digital marketing in relation to the development of the educational institutes and attracting international students.Item type:Наукова стаття, Crisis management in the media sector: analyzing brand communication strategies and public relations technologies(Hradec Králové: Magnanimitas, 2025) Mialkovska, Liudmyla; Abramova, Iryna; Sadova, Liudmyla; Hubina, Alla; Zelenko, Olena; Sadova, LiudmylaThe article examines crisis management in the media sector with a focus on brand communication strategies and public relations technologies. Contemporary approaches to managing communication crises in a rapidly evolving digital information environment are analyzed. The role of PR technologies in shaping and maintaining media organizations’ reputation during crisis situations is discussed. Key tools of effective communication are identified, including crisis strategies, media monitoring, information flow management, and engagement with target audiences. The study emphasizes the importance of a systematic approach to crisis management as a prerequisite for maintaining audience trust and brand stability.