THE PLACE AND ROLE OF STRATEGIC COMMUNICATIONS IN THE MANAGEMENT OF SPECIALLY PROTECTED NATURAL AREAS

The topic of ecosystem conservation and the value of ecosystem services plays a prominent role in scientific discussions on climate change. A key place in this belongs to specially protected natural areas (SPNA), which are a kind of anchors of landscapes and contribute to the preservation of ecosystems in a changing climate. In recent years, there has been a change in the development system of protected areas and their gradual integration into the socio-economic space. This requires comprehensive work with goals, risks and target audiences, which involves the use of strategic communications.

The article examines the importance of strategic communications in the management of specially protected areas, as well as modern challenges for the conservation of a unique natural environment. The authors explore changes in approaches to the functioning of protected areas themselves and possible vectors of development. Finally, the authors propose a strategic communication model to achieve the key goal of conserving biodiversity and ecosystems. Methods that were used to conduct the study: description, comparison, analysis, classification and forecasting.

In this work, researchers determine the degree of influence of strategic communications on the PA management system, the role of strategic communications in management decision-making, as well as tools to minimize existing risks. The article also presents the results of an analysis of special legislation on protected areas, official program documents, examines various vectors of development that can have a significant impact on the protected area system as a whole, and the authors determine the place and role of strategic communications in this process.

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