Session

Management, Business and Economics

Description

Companies need to communicate strategically in order to maintain dialogue and relationships with their stakeholders. In the crowded media and social media space the messages disappear in the noise generated by multiple actors. Therefore, to be heard the enterprises need to consider their communication strategically. It is not about the amount of information, it is about right targeting and usage of the right tools and channels. Social media allowed the companies to communicate directly with their stakeholders and customers. Different channels can address different stakeholders. This study focuses on a qualitative assessment of the learning patterns and profiles among 60 world leading companies. It includes enterprises from different countries and industries but with international scope of operations. The study proposes a maturity model for corporate communications strategic management.

Keywords:

Corporate communications, corporate reputation, social media, organizational learning

Proceedings Editor

Edmond Hajrizi & Mo Vaziri

First Page

241

Last Page

251

Location

Prishtina, Kosovo

Start Date

2-11-2012 9:00 AM

End Date

3-11-2012 5:00 PM

Included in

Business Commons

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Nov 2nd, 9:00 AM Nov 3rd, 5:00 PM

Communicating strategically – talking less, targeting better. Qualitative study on corporate communication‘s learning in leading global companies

Prishtina, Kosovo

Companies need to communicate strategically in order to maintain dialogue and relationships with their stakeholders. In the crowded media and social media space the messages disappear in the noise generated by multiple actors. Therefore, to be heard the enterprises need to consider their communication strategically. It is not about the amount of information, it is about right targeting and usage of the right tools and channels. Social media allowed the companies to communicate directly with their stakeholders and customers. Different channels can address different stakeholders. This study focuses on a qualitative assessment of the learning patterns and profiles among 60 world leading companies. It includes enterprises from different countries and industries but with international scope of operations. The study proposes a maturity model for corporate communications strategic management.