Управлението на корпоративни комуникации в условията на дигитална трансформация
Corporate Communication Management in the Era of Digital Transformation

Author(s): Petya Stefanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communications management; digitalization; digital media; trust; trends; crisis communication; PR crisis
Summary/Abstract: The report examines the growing influence of innovation and technological advances on modern corporate communications. This topic is very relevant in today’s globalized world, where the ability to communicate effectively is becoming a matter of survival. Digital platforms allow for greater flexibility and interaction with the audience, but they also pose serious challenges to corporations, especially in terms of ethics, data security, and transparency. Digital transformation does not abolish traditional rules in corporate communications, but imposes new priorities and techniques, because of the changing consumer expectations. Best practices such as clarity of messages, building trust, and ethical behavior remain important, but are now adapted to a faster, open, and technological environment. Key trends include the use of artificial intelligence, process automation, and content personalization. The conclusion emphasizes the importance of a strategic approach and continuous training of communicators for successful communication management in the digital age. They must adapt to changing dynamics to achieve maximum effectiveness.

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