Tools for analyzing the problems of external communications of the organization

The article proposes a universal communication research model designed to identify existing problems in the organization and make decisions to optimize the process of interaction between the organization and various audiences. The analysis of existing marketing research tools aimed at understanding consumers and creating value for consumers made it possible to structure and adapt them to study the process of external communications. The application of such tools as: Porter's 5 forces model, SWOT analysis, SMART requirements, Doyle's model of stakeholders and their expectations, the 6 markets model and others is considered.