Methodological Approaches to Evaluating the Socio-Economic Effectiveness of Communications in Russian Сompanies with State Participation

The article describes a methodological approach to the integral assessment of the socio-economic effectiveness of communications (ASEEC), developed by the authors for Russian companies with state participation. The relevance of the study is determined by the lack of a comprehensive toolkit for evaluating communications in this type of organization. Existing evaluation tools — ROI, SROI, media metrics, reputation rankings — capture individual aspects of communication activities but fail to account for both economic and social dimensions simultaneously. The ASEEC methodology addresses this gap through a dual-circuit architecture. The basic circuit relies on publicly available data sources — media monitoring systems, employer rankings, disclosure data — ensuring reproducibility of results without access to internal reporting. The extended circuit integrates management accounting data. The theoretical foundation draws on new institutional economics: communications are viewed as a mechanism for reducing transaction costs. Indicators are divided into flow variables (media stability) and stock variables (social reputation), accounting for the different time-dependent nature of components. The methodology was tested on two hypothetical organizations in the nuclear energy and defense industries. The results demonstrate diagnostic capabilities of the methodology: the gap in index values indicates systemic differences of the communication function in the organizations. The practical significance of the study lies in the applicability of the methodology for comparative analysis of corporate communications, identification of weaknesses, and prioritization of development areas. The methodology is designed for large companies with state participation; applicability to other types of organizations requires further testing.

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