Purpose The purpose of this paper is to distinguish the corporate communication channels by typology, by the designation of their characteristics and features of application, as well as to institutionalize the concept of corporate media. Design/methodology/approach In the theoretical part, with the help of general review, critical analysis, systematization and generalization, the main scientific works devoted to corporate communications have been studied. In practical part, the method of typology there has been used and descriptive analysis of types of communication channels has been carried out. Findings The research distinguishes the types of channels used in modern corporate communication. It reveals that corporate communication channels can be divided into two main types according to the criteria of relation to the company: outsiders and insiders. Then the channels can be divided into broad functional subtypes: events, advertising, media and a specific category – social media. The typological separation also can be based on the auditorium and communication technologies indications. Originality/value This study makes a significant contribution to the development of studies of corporate communication through structuring communication channels. The establishment of types, features and prospects for the development of communication channels, in particular such specific ones as corporate and social media, contribute to a more systematic approach to the methods of their use. From a practical point of view, companies can be guided by the results of this research during the formation of a mix of corporate communication.
The main goal of the study is to find out the patterns and differences in the positioning of 10 international brands from the Forbes list and 10 leading Ukrainian brands in the most popular social networks. Through statistical and content analysis there have been identified the quantitative and qualitative indicators of their representation on Facebook, Twitter, Instagram, and also reviewed the frequency and thematic focus of publications. As a result, we have provided practical guidance on how to use social networks in brand communications.
The article examines the world and Ukrainian history of corporate periodicals. The main purpose of this study is to reproduce an objective global picture of the emergence and formation of corporate periodicals, taking into account the business and socio-economic context. Accordingly, its tasks are to compare the conditions and features of corporate media genesis in different countries, to determine the main factors of their development, as well as to clarify the transformations of the terminological apparatus. The research is based on mostly foreign secondary scientific works published from 1915 to the present time. The literature was studied using methods such as overview, historical, functional and thematic analysis, description, and generalization. A systematic approach was used to determine the role and place of each element in the system, as well as to comprehensively consider the object in the general historical context and within the current scientific discourse. The method of systematization made it possible to establish internal and external connections, patterns and contradictions in the development of the object of study. The main historical milestones on this path are identified, examples of the first successful corporate publications and their contribution to business development, public relations, and corporate communications are considered. It was found that corporate media emerged in the mid-nineteenth century spontaneously, on the wave of practical business needs in response to industrialization, company increase, staff growth, and consumer market development. Their appearance preceded the formation of the public relations industry and changed the structure of the information space. The scientific significance of this research is that the historical look at the evolution of corporate media provides an understanding of their place, influence, capabilities, and growing communicative role in the digital age.
The objective of the research is to characterize the peculiarities of corporate communications in wartime. Does their intensity change; what are the priority groups of stakeholders, the thematic vectors and tonality, what communication channels are used in such circumstances? The study is based on the online survey of representatives of 63 companies operating in Ukraine under the conditions of a full-scale invasion of the russian federation. The questionnaire contained ten multiple-choice questions and one more, which required a detailed answer regarding the general perception of transformations in corporate communications. Based on this, the model of communication behavior of companies in terms of war was analyzed. The study proves that corporate communications remain a strategically important area of management. At the beginning of a full-scale russian aggression, the Ukrainian companies sought not only to preserve the volume of communications but also to increase it. The priority group of stakeholders for them turned out to be the staff, as well as the customers, business partners, authorities and volunteer organizations. The most common topics are the company news, military assistance, volunteering and employee stories. The communication tonality has changed and is defined as optimistic, motivational, sincere and friendly. In the conditions of restrictions, the companies concentrated on using the social networks, groups and channels in messengers and corporate websites. The value of the research is in the fact that it contributes to expansion of understanding of the phenomenon of crisis corporate communications and, from a practical point of view, directs the companies to search for such approaches and methods of dialogue with stakeholders that help businesses to survive during the war.
The article studies the origins and the world historical experience of corporate communications branch which with the growth and globalization of large business in the early XX century was separated into an independent public relations sphere of activity. The attempt has been made to generalize and to structure the acquired theoretical material dedicated to this topic. Based on the analysis of English-language scientific sources the corporate communications concept is characterized and its connection with other related areas including media activities is studied. The object of the study is considered through a historical prism as a set of management and communication approaches of business organizations aimed at effective interaction with internal and external stakeholders, harmonization of relations with society, management functions implementation, brand promotion, and business development in general. The influence of the most important historical events, certain companies, and individuals on the corporate communications evolution is traced. It is described how the historical realities affected the establishment of the studied concept, the peculiarities of its implementation, as well as transformations in the modern business and social and communication environment. It is proved that the corporate communications history largely coincides with the general chronology of public relations but at the same time has its clear line. The maturity, global nature, rich content, and practical significance of this activity for both business and society are demonstrated. One of the conclusions is that corporate communications integrate a number of applied management functions, covering the various communication roles, activities and tools due to a set of historical factors, and public relations is a macro-phenomenon under the auspices of which corporate communications have been formed and continue to develop.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.