Trends in Corporate Communication Strategies
HOLISTICA. Journal of business and public administration,
2 July - December,
communication, business strategies, management, trends, globalization
When business strategy is correlated with corporate communication strategy, this is reflected in the position and image of the organization on the market, leading to higher sales and increased profitability. The major changes caused by globalization, coupled with the new dynamic of the markets where consumers have access to more information in less time, require new forms of corporate communication. The new corporate communication concept involves major challenges for managers and can help develop better relationship scenarios, sustainability, better market image and generate a better integration on corporate plan for the speed of current global changes. This research aims to show what corporate communication is, what the role of communication management within an organization strategy is, and what the current trends of communication management are.