КОМУНИКАЦИОННИ ТРАНСФОРМАЦИИ В ТЕХНОЛОГИЧНИЯ СЕКТОР
COMMUNICATION TRANSFORMATIONS IN THE TECHNOLOCICAL SECTOR

Author(s): Lyuboslava Mitkova
Subject(s): Social Sciences, Communication studies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: communication transformations; technology companies; PR; social networks; technologies; technology sector; communications
Summary/Abstract: The purpose of this report is to analyze the communication transformations in the technology sector in terms of the communication techniques applied by the technology companies during the pandemic of COVID-19. The study focuses on monitoring and analyzing local niche media. The main methods used are the research of literature sources, analysis of case studies, and author's observations. The results show that technology companies are particularly creative in combining communications and technology. They combine internal and external communications so that they work together and rein-force each other, thus achieving consistency of the brand from the inside out. In the period 2020 -2022 more and more technology companies in our country participate in projects with their employees, whose mission is to present their company in the best way. Events continue to be a focus for PR professionals, and with the closure of physical offices and spaces, virtual and hybrid events have gained widespread popularity. Today, companies are increasingly focusing on mobile connectivity and social media presence, creating more video content and using new tools to communicate with their users. In the future, other important elements in the communication of technology companies could be explored, such as the application of artificial intelligence, online communities, and corporate social responsibility strategies.

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