The role of corporate communications in Poland
Jarosław Kończak
Pełny tekst artykułuThe article presents a summary of research “The role of corporate communications” conducted by Public Dialog agency in cooperation with the author of following article in 2016. In addition to the characteristics of corporate communications, its objectives and the role it plays in a company it shows current challenges and trends. The paper also deals with the importance of stakeholders and the key areas of communications. The author describes the most important communication tools in corporate communications, as well as tools for measuring its effectiveness. Finnaly, it refers to communication channels which will have an impact in the future.
KEYWORDS
communications, corporate communications, communicaton channels, marketing, public relations, stakeholders, media, social media, brand management