АУДИТ ОРГАНІЗАЦІЇ ІННОВАЦІЙНИХ ФОРМ ГОСПОДАРЮВАННЯ

During the Covid-19 pandemic, the simplest economic, economic and social activities were restricted in many countries. The introduction of pandemic restrictions particularly affected sports organisations: it was forbidden to provide sports services, organise mass sports events, and restrictions were applied on group training and any social gatherings. Various organisational, technological, marketing, communication, public relations and other innovations allowed sports organisations to discover new operational opportunities, generate cash flows, and maintain the continuity of sports organisations’ activities in crisis conditions. The success of innovation is determined by certain factors, named as innovation implementation planning, strategic leadership, etc. Therefore, it is relevant to study what factors determine the success of a sports organisation implementing crisis innovations. The purpose of the study is to determine the factors determining the success of the implementation of crisis-driven innovations in sports organisations. Work tasks: To examine the theoretical aspects of implementing crisis-driven innovations in sports organisations; 2. To determine what crisis-driven innovations are implemented in the studied sports organisations; 3. To determine what factors led to the success of the implementation of crisis-driven innovations in the studied sports organisations. Research methods: analysis of scientific literature; structured interview; content analysis. Main results. The research results show that during the pandemic, the studied basketball clubs implemented the following crisis-driven innovations: 1. Necessary innovations according to legislation (disinfection innovations, separation of zones, temperature measurement technologies); 2. Marketing innovations (advertising innovations, innovations in the development of social network marketing, e-commerce, including the sale of licensed products); 3. Innovations in remote communication with fans (innovation of match previews on online platforms, "cardboard image" innovation, development of social networks, fans inclusion in the commercialisation of social media, creation of a virtual community of fans, e-sports); 4. Innovations to support the internal work of the club (remote communication within the club using Teams software, online training of basketball players). The most successful crisis-driven innovations were communication within the club and in the office through Teams; content marketing in social networks and its commercialisation, as well as solutions for selling advertising content during pandemics. Conclusion of the work: The success of the implementation of crisis-driven innovations of the basketball clubs studied during the pandemic was determined by the entrepreneurial spirit of the organisation, know-how in the field of innovation, strategic and tactical, quick planning, effective teamwork and having specialists in the organisation, managerial and innovative competence of managers, charismatic and innovative leadership, work with personnel (strengthening microclimate, encouraging the cooperation, psychological support for employees, motivation, openness in communication with employees), sufficient financial and human resources. Keywords: crisis innovation; implementation of innovations; success factors.

The subject of the research is theoretical, methodological and applied bases of formation and realization of innovative policy of cross-border regions. The following methods were used: analysis and synthesis, induction and deduction (to reveal the essence and characteristic types of innovation policy of cross-border regions), generalization, comparison, grouping (to study the condition and innovation potential of the EU countries and Ukraine), strategic analysis (to develop the basic principles of innovation policy of cross-border regions), and others. The purpose of the article is to reveal the essence, the order of development and instruments of implementation of innovation policy of cross-border region development, as well as systematization of types and justification of approaches to the definition of innovation potential of the cross-border region. Results. The essence, the basic stages of development of innovative policy of the cross-border region were revealed. It was proved that such policy is formed taking into account the innovation component and overcoming the barrier function of the border and the interaction of border territories of 2 or more countries in the implementation of innovations. To create a high degree of interaction in innovation, it is necessary to ensure the development, implementation and realization of innovation on the basis of joint institutional, scientific, educational, financial and resource potentials. The main stages of development of an innovation policy of the cross-border region, in particular: 1) analysis of innovation potential, 2) substantiation of the process of creating a regional innovation system and its management, 3) development of a joint vision, 4) identification of priorities, 5) development of a plan of action with a narrow set of policies, 6) monitoring and evaluation. It characterizes the types of inclusive innovation policy of the cross-border region on the basis of territorial, production and social inclusiveness. It is proved that the innovation policy of a cross-border region provides its innovation functionality, cross-border critical mass and cross-border cooperation. It is reasonable to measure cross-border interactions using quantitative indicators, such as co-financing of innovation, venture capital volumes for innovative start-ups, co-patents, volumes of innovation cooperation, joint publications, mobility of highly qualified personnel to the total number of interactions. The modern financial toolkit for the implementation of cross-border cooperation on an innovative basis is characterized and the practical importance and area of use of the latest financing tools, such as: "Pathfinder", "Accelerator", "Transition", crowdfunding, crowdlending, venture capital, etc. The parameters of identification of the cross-border territory as an innovative region were defined, namely: 1) a developed system of research organizations and educational institutions, 2) a common program for the production of innovative products and technologies, 3) the formation of cross-border business innovation, 4) the use of modern funding tools, 5) achieving cross-border interaction and mutual benefit, 6) the creation of cross-border technology parks and technology incubators, innovative cross-border start-ups, cross-border clusters and growth poles. It is analytically confirmed that in order to create a multifunctional innovative cross-border region it is necessary to enhance the intensity of innovative activity.

В данной статье рассматривается актуальная проблема взаимосвязи инновационных технологий и традиционных методов производства в условиях динамично развивающегося рынка. Обоснована необходимость внедрения цифровых инструментов для повышения эффективности производственных процессов и повышения конкурентоспособности предприятий. Цель исследования – разработать методологическую основу интеграции инновационных технологий в традиционные производственные системы с учетом специфики отраслевых особенностей. Для достижения поставленной цели использовался комплексный подход, включающий анализ литературы по теме, экспертное опросное исследование, моделирование производственных процессов и сравнительный анализ результатов традиционных и инновационных подходов. В качестве выборки исследовались предприятия малого и среднего бизнеса в промышленном секторе, что позволило получить репрезентативные данные и выявить общие тенденции внедрения технологических новшеств в условиях ограниченных ресурсов. Проведенное исследование показало, что интеграция инновационных технологий приводит к повышению производительности труда, снижению производственных затрат и улучшению качества конечной продукции. Особое внимание уделено влиянию цифровизации на оптимизацию логистических процессов и управление ресурсами. Результаты моделирования продемонстрировали, что применение современных решений способствует более оперативной реакции на изменения рыночной среды и повышению устойчивости бизнеса к внешним воздействиям. Выявлены ключевые факторы успеха, такие как уровень квалификации кадров, организационная культура и психологическая готовность персонала к изменениям. На основе полученных данных обсуждаются перспективы развития цифровых трансформаций в традиционных секторах экономики. Обсуждение включает анализ преимуществ и возможных препятствий на пути внедрения инновационных методов, а также рекомендации для практического применения результатов исследования в реальных условиях. Автор отмечает, что представленные результаты могут служить основой для дальнейших исследований и разработок в области оптимизации производственных процессов через применение передовых технологических решений. В заключении подчеркивается, что системное внедрение инноваций требует комплексного подхода и взаимодействия различных стадий производственного цикла для достижения максимальных показателей эффективности и конкурентоспособности предприятия. This paper addresses the pressing issue of the interrelationship between innovative technologies and traditional production methods in the context of a rapidly developing market. It substantiates the necessity of implementing digital tools to enhance the efficiency of production processes and boost the competitiveness of enterprises. The aim of the research is to develop a methodological foundation for integrating innovative technologies into traditional production systems while taking industry-specific features into account. To achieve the stated goal, a comprehensive approach was employed, including a literature review on the topic, expert survey research, production process modeling, and a comparative analysis of the results of traditional and innovative approaches. Small and medium-sized enterprises in the industrial sector were examined as the study sample, which allowed the acquisition of representative data and the identification of general trends in the implementation of technological innovations under resource constraints. The conducted research demonstrated that the integration of innovative technologies leads to an increase in labor productivity, a reduction in production costs, and an improvement in the quality of the final product. Special attention was paid to the impact of digitalization on optimizing logistics processes and resource management. The modeling results showed that the application of modern solutions contributes to a more prompt reaction to changes in the market environment and enhances the business’s resilience against external influences. Key success factors identified include the level of personnel qualification, organizational culture, and the psychological readiness of staff for changes. Based on the obtained data, the prospects for digital transformations in traditional sectors of the economy are discussed. The discussion includes an analysis of the benefits and potential obstacles to the implementation of innovative methods, as well as recommendations for the practical application of the research results in realworld conditions. The author notes that the presented results can serve as a basis for further research and development in the field of optimizing production processes through the application of advanced technological solutions. In conclusion, it is emphasized that the systematic implementation of innovations requires a comprehensive approach and the coordination of various stages of the production cycle to achieve maximum efficiency and enterprise competitiveness.

Introduction. The viability of enterprises' competitiveness is determined by the results of their production and sales activities in conditions of sustainable development. High competitiveness is the primary condition for modern enterprises' development and effective functioning in market conditions. Competition forces enterprises of various forms of ownership to constantly monitor changes in supply and demand and the cost of material resources, reduce production costs, improve the quality of their products and services offered on the market, and increase their competitiveness. Competitiveness is an indicator that reflects the effectiveness of the entire complex of economic mechanisms, considering all factors and mechanisms. Increasing competitiveness is a long-term process that is carried out by the chosen strategy of the company's development and ensures the achievement of competitive advantages: a reduction in the cost of production, increasing its priority; implementation of innovations, identifying the advantages of own goods compared to substitutes; use of price factors to increase competition; search for new areas of product use, etc. Goal. The purpose of the article is to analyze the management of enterprises' competitiveness in the conditions of sustainable development. Method (methodology). The research process applied the methods of comparison, analysis, and theoretical and logical generalization. The dialectical research method became the methodological basis. The results. The article examines the influence of external and internal factors on the management of the competitiveness of enterprises in the context of economic, social, and environmental components of sustainable development; problematic aspects of ensuring the competitiveness of enterprises in conditions of sustainable development are analyzed; it has been proven that the dynamism of competitive advantages requires constant monitoring of their development trends and systematic development of complex measures for the development of existing and formation of new competitive advantages of the enterprise; it was determined that fundamentally new management solutions and strategic alternatives must be used to improve the results of operations radically. The conditions for increasing the competitiveness of enterprises in the context of the components of sustainable economic development are proposed and substantiated. Keywords: enterprise competitiveness, management, sustainable development, factors, indicators of competitiveness.

The article explores a comprehensive approach to identifying and analyzing the factors influencing innovation risks at various stages of the development of innovation projects in manufacturing enterprises. Special attention is given to detecting risks during ideation, research and development, testing, and implementation of innovative solutions. The key factors that may trigger internal and external risks include organizational, technological, financial, and market-related aspects. The article highlights the specific risks inherent to each stage and substantiates their potential impact on the overall effectiveness of innovation activities. Emphasis is placed on the systematization of factors that serve as sources of innovation risks, including organizational (inefficient management, lack of competencies), technological (low level of technological readiness), financial (insufficient funding, changes in resource costs), and market (demand instability, competition). The relevance of identifying risks not only at the later but also at the early stages of projects is justified, as this allows for preventive measures to be taken promptly. The article proposes a set of methods and tools for effective risk management, including assessing the likelihood and potential impact of risks and strategies for their mitigation at each project stage. Practical recommendations have been developed for manufacturing enterprises to increase the likelihood of successful implementation of innovations and to reduce the probability of adverse outcomes. The study provides theoretical and practical insights into risk management that are essential for advancing innovation projects in the manufacturing sector. The findings are supplemented with practical recommendations for enterprise managers on implementing a systematic risk management approach within the broader innovation management framework. The conclusions emphasize the importance of a risk-oriented approach as a critical precondition for increasing the success rate of innovation projects and enhancing the overall competitiveness of enterprises in a dynamic environment. Keywords: innovation risks, project development stages, risk identification, manufacturing enterprises, risk management, management tools, risk assessment.

The economic impact of open innovation on business development under the conditions of global economic instability has been investigated. The essence and structure of the open innovation concept have been defined, and its evolution traced from the classical approaches of Henry Chesbrough and Eric von Hippel to modern digital models focused on integrating business, academic institutions, and society. Systemic and comparative approaches, content analysis of academic publications and corporate reports, as well as the case study method, were applied to evaluate the practical outcomes of open innovation implementation. The activities of leading German companies Siemens, Bosch, SAP, and BMW Group, which implement open innovation strategies through digital collaboration platforms, startup incubators, and partnership programs, were analyzed. The results show that the use of open innovation enables companies to reduce research and development costs by 20–40%, shorten product time-to-market by 25–33%, increase innovation process flexibility, enhance the scalability potential of technologies, and simultaneously lower risk levels during crisis periods. The study reveals that the implementation of innovation ecosystems contributes to building sustainable partnership networks involving universities, startups, clients, and even competitors, ensuring continuous knowledge exchange, faster commercialization of ideas, and the development of corporate innovation culture. Digital technologies such as artificial intelligence, big data analytics, crowdsourcing, and cloud computing create new forms of collaboration among participants in the innovation process and enhance the effectiveness of open innovation. The findings confirm that open innovation serves not only as a tool for cost optimization and R&D productivity improvement but also as a strategic model for business survival in times of economic instability. It promotes risk diversification, the growth of entrepreneurial ecosystems, and strengthens the competitive positions of companies in the international market. The obtained results indicate the importance of extensive implementation of open innovation in Ukraine to improve business efficiency, enhance economic system resilience, and accelerate integration into the European innovation space.

The purpose of the article is to study the features of the formation and functioning of the innovation ecosystem in the border regions of Ukraine with the European Union. Methodology of research. The goal set in the article was achieved using the following research methods: logical generalization and scientific abstraction, structural analysis, analytical method, comparison, generalization, tabular presentation of research results. Findings. The development of the innovation ecosystem in the regions of Ukraine in the context of the implementation of the European integration course is aimed at creating a favorable environment for scientific research, technological entrepreneurship and partnership between education, business and government. The implementation of European innovation management standards stimulates the development of clusters, technology parks and startup centers, which ensure faster transfer of technologies into production. The key structural elements of the innovation ecosystem are analyzed, in particular the institutional environment, scientific and educational potential, infrastructure resources and mechanisms of cross-border cooperation. Particular attention is paid to the problems of development asymmetry, insufficient level of integration of business, science and government, as well as the prospects for strengthening the innovation capacity of border territories in the context of Ukraine's European integration aspirations. The European integration course defines new guidelines for regional policy aimed at creating favorable conditions for scientific research, commercialization of innovations and support for startups. An important role is played by the formation of an institutional base, namely industrial parks, technoparks, hubs and business incubators, which ensure synergy between education, business and government. The development of such structures in border regions contributes to attracting investments, strengthening cross-border cooperation and spreading European practices of innovation management. The implementation of the principles of sustainable development, digitalization and open science is gradually transforming Ukrainian regions into centers of a modern innovative economy. Practical value. The research results can be used to develop strategies for regional innovation policy focused on cross-border interaction and the formation of competitive clusters.

In the conditions of European integration, economic security policy ensures effective innovative development of socio-economic systems. In practical terms, security policy is based on the definition of a number of security characteristics that arise during the functioning of socio-economic systems. Economic security policy is one of the main priorities in the strategies of innovative development of socio- economic systems and should be based on the achievement of indicators for Ukraine's entry into the EU based on an increase in a number of indicators. The purpose of the study is the analysis of existing problems in the innovative activity of socio-economic systems and the search for directions of economic security policy in the strategies of their innovative development. In the process of research, the method of comparison was used, which provided an opportunity to explore the diversity of scientific and methodological approaches of different authors, to identify prospects for the development of certain issues; method of generalization - to form own approaches regarding the detailing of means, goals and measures of raising the level of economic security policy in strategies of innovative development of socio- economic systems; the method of analysis and synthesis - to determine the goals of the economic security policy in the development of innovations of socio-economic Вісник Чернівецького торговельно-економічного інституту. 2024. Вип. І (93) 12 systems; abstract-logical method - to summarize and formulate conclusions and prospects for further research. The peculiarities of development of socio-economic systems in modern economic conditions are revealed. Problems of ensuring intellectual property in the implementation of innovations are highlighted. An analysis of the existing scientific approaches regarding the economic security of the development of innovations in socio-economic systems was carried out. It has been proven that strategies for the development of innovations in socio-economic systems should include the security component of both their policy as part of innovative development and all other constituent elements, methods, mechanisms of functioning in the conditions of deepening European integration processes. Taking into account the lack of a single approach to the construction of economic security policy in the strategies of innovative development of socio- economic systems, the authors have formed their own approaches to the formation of goals, means and measures to increase its level. The article proposes to create a monitoring group to collect and analyze the necessary information, as well as to determine the main goals of the economic security policy.

Background: Nowadays startups are no longer a thing. Startups are mushrooming and attracting much attention both nationally and internationally. Business incubation activities are essential for startups, because many startups that have yet to have time to develop but have to stop running their operations. Purpose: This study aims to analyze the success of startups in business incubation and the key success factors of startups in business incubation at the IPB University Business Incubator. Design/methodology/approach: They use the quantitative comparison method and interpretive structural modelling (ISM).Findings/Result: The results showed that the incubation program can increase sales, production capacity, and the number of employees. In the ISM analysis results, dependent factors include startup selection, commercialization process, product excellence, and implementation capacity. Connecting factors include innovative capacity, monitoring, team management, startup resources, internal startup culture, innovation ecosystem, communication, and information technology. Business incubator technical support and startup founder leadership are independent factors. Network capacity and business intelligence are the most influential. Conclusion: Thus, the IPB University Business Incubator effectively improves startup performance, and the key success factors in accelerating startup growth are network capacity and business intelligence.Originality/value (State of the art): This is the first time anyone has used the ISM method to illustrate the relationship between these factors and analyze the impact of business incubation on participants. Keywords: business incubators, business ecosystem, ISM, key success factors, startups growth

This study aimed to elucidate the importance of business incubators in the university environment, and to assess their contribution as a mechanism for fostering entrepreneurial thinking among university students, focusing on the reality of these incubators at the University of Bordj Bou Arreridj and evaluating the activities it carried out during the period 2022-2024. The study concluded that the business incubators at Bordj Bou Arreridjhave received more than 280 student projects were registered, spanning startup projects/patents during the academic year 2022-2024. It was observed that the majority of these projects were specialized, with a significant portion originating from the Faculty of Science and Technology, focusing on innovation and modern technology. These initiatives contribute to the development of the national economy and the creation of wealth. Bordj Bou Arreridj University has witnessed a qualitative leap in the field of innovation and graduation projects linked to startup enterprises, with over 88 projects in startup enterprises during the academic year 2023-2024.

Introduction. The formation of human capital is a critically important aspect of the successful operation of agricultural enterprises. In the conditions of the modern agricultural market, which is characterized by high competition and rapid development of technologies, enterprises are faced with the need to constantly improve the efficiency of their work. Human capital, which includes the knowledge, skills, experience and motivation of employees, becomes a key factor for achieving sustainable growth and innovative development. In this context, investments in education, professional training, development of leadership qualities and creation of favorable working conditions acquire special importance. Effective management of human capital contributes not only to increasing the productivity and competitiveness of agricultural enterprises, but also ensures the sustainable development of rural communities. The purpose of the article is to determine the specifics of the formation of human capital of agricultural enterprises, taking into account recreational and financial aspects. Results. The presented work analyzes and defines the main components of human capital, taking into account the specifics of the agricultural sphere. The definition of the categorical basis of research on the human capital of agricultural enterprises is presented, which in the future makes it possible to more accurately determine the necessary vectors of the development of enterprises in this field and to calculate the influence of financial and recreational aspects. A methodical approach to the formation of human capital of agricultural enterprises was formed, taking into account financial and recreational aspects. Conclusions. The presented research substantiates that the process of human capital formation in agricultural enterprises is a multifaceted process that includes investment in training, creation of favorable working conditions, implementation of innovations and active social responsibility. This contributes not only to increasing the efficiency of enterprises, but also to the development of rural areas as a whole. The presented research results make it possible to form the next steps to improve the human capital of agricultural enterprises by taking into account financial and recreational aspects. The presented research vector makes it possible to focus research efforts on improving human capital precisely at the expense of the presented components, which will further increase the competitiveness of agricultural enterprises.

The impact of state environmental regulation on innovation and competitiveness is nowadays under a special attention of scholars and politicians. This is because of environmental consequences of social and economic activities. Another reason is the fact that a strong state environmental regulation can create new restrictions and new incentives for future technological development.The purpose of this article is to study the scientific approaches existing in the foreign literature to determine the role of state environmental regulation, to identify the factors of its influence on the implementation of innovations and the competitiveness of enterprises, industries and states as a whole. The paper examines Porter's hypothesis, which assumes that environmental regulation has a positive effect on the performance of domestic enterprises compared to their international competitors by stimulating domestic innovation. Accordingly, properly developed environmental legislation can initiate innovation that offsets the cost of regulatory compliance. The hypothesis is largely based on the fact that pollution is an expression of economic waste and involves the underutilization of resources, suggesting that pollution reduction may improve the way resource’s utilization by businesses. Porter's hypothesis assumes a win-win situation in the sense that a strong environmental regulation improves both the environment state and the enterprise’s competitiveness. The author also analyzes research that prove or critique Porter's hypothesis. Recommendations for further research are provided.

This article examines innovative aspects of the development of tourism regions in Europe. The article aims to determine the intensity of the perception of innovation in the tourism region as a problem in its development. The ambition of the article is to assess the problems in the development of tourism regions in Europe in the field of innovation as a possible starting point for optimizing changes in local and regional tourism policy. The research analyses the positions of 95 regional tourism experts from 17 European countries. The database was based on a databank of 150 representatives of academia and 275 representatives of regional tourism organizations. To analyse the properties of categorical data and the relationships between them, we used Gamma, Kendall’s Tau-b, Somers’ D C|R, Spearman correlation coefficient, Phi Coefficient, Contingency Coefficient, Cramer’s V and the decision tree algorithm. The maturity of the innovation environment of tourism regions and their level of development influence the perception of innovations as a problem in their development. Southern European tourism regions perceive innovation as a problem in their development most intensively. Tourism regions with stronger innovation activity have a well-established quality management system and a comprehensive and systematically addressed supply of seasonal and off-season products. Tourism regions ranked in the emerging innovator group perceive the specified problems in the implementation of innovations more intensively. This reflects the lack of coordination of the product portfolio, both in terms of range and quality, in countries where the innovation environment is poorly developed. A key recommendation to mitigate the perception of innovations as a problem in the development of Europe’s tourism regions is to focus attention on the implementation of regional policy instruments that stimulate the participation of tourism in the synergy effects of the existing innovation environment of the economy.

THE AIM OF THE STUDY was to highlight the existing strategies for diversifying business processes in the context of Ukraine's European integration. RESEARCH METHODS. The following research methods were used in the article: general scientific methods, methods of studying economic phenomena and processes: method of comparison, method of synthesis, graph and tabular method, method of structuring and grouping. RESULTS. The article proves that topical issues of ensuring the effectiveness of diversification of business processes in the context of European integration are of fundamental importance, since the competitiveness of enterprises and their sustainability in foreign markets depend on the successful implementation of diversification strategies. This is especially important in the context of constant changes in the global market and the need to adapt to new business conditions determined by integration processes and the need to comply with international standards. The article systematises and summarises the main diversification strategies, such as vertical, horizontal, conglomerate and international. The essence of each strategy is described, their features are noted, and the main differences, advantages and risks are highlighted. The study also summarises the possible consequences and identifies the need to adapt to the new business environment in line with European standards. It is proved that vertical diversification involves expansion along the production or supply chain to optimise costs, while horizontal diversification involves expansion of activities at the same level of production or services to expand the range or improve quality. The process of entering the European market by opening branches in Poland by Nova Poshta LLC is studied, the adaptation of the business model by forming an international team and the strategy of cooperation with the local partner InPost is analysed. The financial costs of opening branches were estimated and the changes in the company's corporate identity in the context of European integration were recorded KEYWORDS: risks; expansion of activities; vertical and horizontal diversification; international markets; martial law; supply chains; innovative development.

Aim. The work aimed to systematize and assess the existing trends and risks in the development of the modern Russian media market. Objectives. The work seeks to study the specifics of modern processes in the media industry, to identify trends and risks that affect the structure and transformation of the future Russian national media industry; to reveal the prospects for the strategic development of the Russian media market. Methods. The study employed general scientific principles of system, historical and comparative analysis, as well as methods of deduction and induction to identify the general and the particular in various processes of the Russian media market. In order to generalize and systematize the information obtained, the methods of analysis and integration were used to reveal the essence of the modern process of transformation of the Russian media industry. Results. Based on the analytical review results, it was revealed that the leading trends of the Russian media industry are multi-format content, personalization and uniqueness of produced and posted online content, rethinking of the value approach in modern Russian media and the concept of training professional personnel. The main risks and factors of global influence include the intensive introduction and use of artificial intelligence, the procedure for assessing the effectiveness of various media channels, the ongoing crisis of the Russian advertising media market. Conclusions. The work studied the theoretical and practical issues focused on the specifics of the media market and the media industry. Based on the analysis results, trends and risks in the Russian media market development were systematized. The main trends highlighted included the dynamism of the modern information agenda, as well as its high sensitivity to changes under the influence of technology and geopolitical factors. The leading current trend of 2025 is the examination of publicity and the analysis of technologies for creating and promoting a corporate and personal brand. The most significant risks identified were ongoing media inflation, growing threats from the external world environment regarding the protection of the interests of Russian media, the lack of dialogue with large international media holdings, the growth of fakes, and the intensification of the negative use of deepfake technology in the media space. The prospects for the development of the modern Russian media market include an increase in demand for digital media channels, personalization and uniqueness of produced and posted content in order to attract new consumers, increased implementation of technological innovations in the media industry, and global changes in consumer behavior.