New Media as a Creative Tool for Solving Internal Communications Problems

This article examines the role and potential of new media in transforming and improving internal communications in modern organizations. Using a case-study approach, the paper analyzes the implementation of digital platforms, corporate social networks, and messaging services aimed at increasing employee engagement, strengthening corporate culture, and improving the speed of information exchange. Particular attention is paid to overcoming traditional barriers in internal communication, including hierarchical, territorial, and functional barriers. The study shows that visual and interactive content has become an important tool for building a sense of community, trust, and employee loyalty. At the same time, the implementation of new media is associated with a number of challenges, including information overload, digital hygiene issues, and information security risks. Therefore, the use of corporate social networks and messengers should be developed within the framework of information security management systems, while identification and authentication practices should correspond to the current recommendations of the NIST SP 800-63 series. The article offers practical recommendations for developing an effective internal communication strategy based on the creative use of new media technologies to achieve strategic business goals. It is concluded that new media are becoming not merely an auxiliary channel, but a full-fledged instrument of organizational development, higher productivity, and stronger HR branding.