Biznes wobec wyzwań komunikacyjnych: dezinformacja, etyka, odpowiedzialność. Analiza badań własnych
Business Facing Communication Challenges: Disinformation, Ethics, Responsibility Own Research Analysis

Summary/Abstract: When analyzing the changes that the modern world is constantly undergoing, business should not be omitted. It is an important link in the information ecosystem, co-creating the discourse in which we all function. Communication, in turn, is a strategic area in every company, determining its image and influencing profitability. How business understands communication determines specific actions, the consequences of which are widely felt. In the study of the largest companies in Poland, areas such as social media, artificial intelligence, ecology and advertising were checked in terms of communication. This allows you to see the approach to information management, priorities in this area and the implementation of solutions that can build resistance to disinformation or support the language of equality. The tools used by companies can provide inspiration and good practices in other areas of social life, improving the quality of communication.

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