Изграждане на доверие чрез корпоративните комуникации в дигиталната ера
Building Trust through Corporate Communications in the Digital Era: Professional, Ethical, and Managerial Challenges

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: trust; digital transformation; communication ethics; reputational risk; managerial communications; communication crisis
Summary/Abstract: The article examines how corporate communications build and maintain trust in a rapidly evolving digital environment. It explores the professional challenges arising from the shift toward dialogic, interactive communication models, as well as the growing need for new competencies related to emerging technologies such as artificial intelligence and big data. The ethical dimensions of transparency, authenticity and data protection in digital communication are analyzed as foundational elements for trust-based relationships between organizations and their stakeholders. The study further addresses key managerial aspects, including the strategic integration of the communication function, the development of effective internal communication, the management of reputational risks, and preparedness for crises in social media. Based on these insights, the article proposes strategic guidelines for e൵ective trust management through corporate communications. It concludes that organizational resilience and success in the digital era depend on the ability to build and sustain trust through ethical, transparent, and strategically coordinated communication practices.

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