Návrh modelu mediálnej komunikácie lesných podnikov

Abstract Nowadays, forest enterprises are facing the persistent need for communication with media, while such situation was not common in the past. Thus, it is necessary to study the principles of media communication under special conditions of forestry, using phenomenological approach. The paper, based on the analysis of theoretical background of communication and media policy, proposes model of the forest enterprise presentation in media, including general principles of communication policy with special emphasis on its effectiveness in non-monetary terms. More specifically, the following issues are addresses in the paper: goal and objectives of media communication as well as basic characteristics of media communication. Then, the irreplaceable components of the model of forest enterprise media communication, including the enterprise communicator role, media communication tools and strategies, are proposed. Finally, the measures of effective media presentation of forest enterprises are discussed.