RISK MANAGEMENT CULTURE IN COMMUNICATION PROJECTS

The article updates the approach to managing communication projects in the context of a "risk management culture". The culture of risk management is a set of norms and values shared by all members of the project team, implying the adoption of a paradigm of unpredictability, riskiness of the social environment during the creation and implementation of communication projects and an attitude to a risky event not only from the perspective of a negative assessment, but also a search for development potential. This approach influences the formation of a new reflexive management culture in the context of the challenges of the VUCA and BANI world. The study is based on a systematic approach and consideration of risk in the context of the concepts of the VUCA and BANI world, taking into account the specifics of the implementation of communication projects. The implementation of research tasks was achieved through the use of methods of document analysis, secondary analysis, comparative analysis and classification. A theoretical analysis of the concept and typology of risks in the project management is carried out.