Corporate Communication – Consistency, Coherence, and Clarity of Corporate Messages
Corporate Communication – Consistency, Coherence, and Clarity of Corporate Messages
Author(s): Alena MüllerSubject(s): Business Economy / Management, Communication studies, ICT Information and Communications Technologies, Globalization, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: clarity; coherence; consistency; cross-cultural corporate communication; digitalization; globalization; VUCA;
Summary/Abstract: This article reflects the new framework conditions shaping corporate communication that have emerged in recent years as a result of both technological and socio-cultural innovations. Megatrends such as globalization, VUCA, agility, the digital transformation and Web 2.0 influence how – and with whom – companies (must) communicate today. This shift towards the pre-media space of social networks is rendered particularly clear when old certainties give way to new communication needs. This is illustrated by the example of German parent companies and their Slovakian subsidiaries. The question of how Consistency, Coherence and Clarity can be achieved under these conditions is becoming increasingly important.
Journal: Megatrendy a médiá
- Issue Year: 7/2020
- Issue No: 1
- Page Range: 386-397
- Page Count: 12
- Language: English