ISSN-1855-6175

Modern model of integrated corporate communication

ass. prof. dr. Milica Slijepčević (a), prof. dr. Milica Kostić (b), ass. Ivana Radojević (a)

(a) Metropolitan University Belgrade, Faculty of Management, Serbia; (b) University of Belgrade, Faculty of Organizational Sciences, Serbia


Sodobni model integriranega korporativnega komuniciranja

ABSTRACT

The main purpose of this paper is to present the modern model of integrated corporate communication. Beside this, the authors will describe the changes occurring in the corporate environment and importance of changing the model of corporate communication. This paper also discusses the importance of implementation of the suggested model, the use of new media and effects of these changes on corporations. The approach used in this paper is the literature review. The authors explore the importance of implementation of the suggested model and the new media in corporate communication, both internal and external, addressing all the stakeholders and communication contents. The paper recommends implementation of a modern model of integrated corporate communication as a response to constant development of the new media and generation changes taking place. Practical implications: the modern model of integrated corporate communication can be used as an upgrade of the conventional communication models. This modern model empowers companies to sustain and build up the existing relationships with stakeholders, and to find out and create new relationships with stakeholders who were previously inaccessible and invisible.

Keywords: Integrated Corporate Communication, Social Media, Millennials

JEL classification code: D83, M14, M31

POVZETEK

Glavni namen tega prispevka je predstaviti sodoben model integriranega korporativnega komuniciranja. Ob tem avtorice v članku opišejo spremembe, ki se pojavljajo v poslovnem okolju, in pomen spremembe modela korporativnega komuniciranja. V članku je predstavljen tudi pomen izvajanja predlaganega modela integriranega korporativnega komuniciranja, uporabe novih medijev in učinkov teh sprememb na podjetja. Uporabljen metodološki pristop je pregled in kritična analiza literature. Avtorice preučujejo pomen izvajanja predlaganega modela in novih medijev v korporativnem komuniciranju, tako notranjem kot zunanjem, usmerjenem na vse deležnike in komunikacijske vsebine. Prispevek priporoča izvedbo sodobnega modela integriranega korporativnega komuniciranja kot odziva na nenehen razvoj novih medijev in spremembe v proizvodnji. Praktične posledice: sodobni model integriranega korporativnega komuniciranja se lahko uporabi kot nadgradnja konvencionalnih komunikacijskih modelov. Ta sodoben model opolnomoča podjetja, da vzdržujejo in gradijo obstoječe odnose z deležniki ter najdejo in ustvarjajo nove odnose z deležniki, ki so bili prej nedostopni in nevidni.

Ključne besede: integrirano korporativno komuniciranje, družbeni mediji, Milenijci

JEL klasifikacija: D83, M14, M31


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