CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT Cover Image

CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT
CONCEPTUAL FRAMEWORK FOR COMMUNICATION MANAGEMENT

Author(s): Kalin Kalinov, Bogomil Kalinov
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication management; definition; concept; strategic communication; public relations; strategic communication
Summary/Abstract: Managing the communications of an organization in the 21st century is much more demanding than it used to be a few decades ago. The constant information flow and the inability to control public discussions result in a necessity for dialogic and constant connection with key publics and stakeholders. The traditional division of communication practices into categories like PR, marketing, advertising, etc. is no longer fully applicable as contemporary consumers expect a consistent messaging via a multitude of channels.The article will focus on two key characteristics of communication management: the information flow and the experience that accompanies it. To put it simply, contemporary communication management is content and context, which corresponds to the already established theory of Marshall McLuhan that the media is the message but in the light of the prompt developments in the communication field at the dawn of the 21st century. The presented article focuses on a systematic literature review and attempts to construct a solid foundation for further research into the field of communication management, providing a conceptual framework for the phenomenon and its contemporary practice.

  • Page Range: 474-483
  • Page Count: 10
  • Publication Year: 2020
  • Language: English