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https://doi.org/10.22522/cmr20160102

Why Invest in Strategic Communication? Because It Creates Value

Dejan Verčič orcid id orcid.org/0000-0002-9639-0749 ; Faculty of Social Sciences, University of Ljubljana, Slovenia


Puni tekst: engleski pdf 178 Kb

str. 28-40

preuzimanja: 901

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Sažetak

Strategic communication creates value by co-creating the future. The pre-modern society was about the past, the modern about the present, and the post-modern is about the future. Globalization, digitalization and dematerialization are changing the world around us beyond recognition. Emerging market and developing economies
have overtaken advanced economies with unimaginable consequences for our, Western way of life: the welfare state is dying. Digitalization is reconfiguring demarcations between public and private domains, political and commercial communication. Our understanding and regulation of rights and responsibilities regarding privacy and freedoms are outdated. Dematerialization is reconfiguring value creation and wealth is migrating from material into immaterial assets. Human, organizational and relational capital are co-created in processes of strategic communication between organizations and stakeholders. This is reflected in increasing investments in strategic communication and transformations of all kinds of organizations into media organizations. We are witnessing the emergence of mediatization of everything.

Ključne riječi

public relations; communication management; strategic communication

Hrčak ID:

170782

URI

https://hrcak.srce.hr/170782

Datum izdavanja:

18.7.2016.

Podaci na drugim jezicima: hrvatski

Posjeta: 1.609 *