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Публикации по проекта

Настоящата секция представя публикации, свързани с обекта на проекта и резултатите от изследването. 

The impact of the digital age on the transformation of the communications manager function

The digitalization and evolution of social media are subjects of strategic importance to the communications manager because of their transformative impact on society, business, organizations, and people. Managing online communication activities and stakeholder and community engagement is becoming a necessary responsibility of every organization, and the online dissemination of fake news directly threatens its reputation, has ethical consequences, and leads to the implementation of crisis communications. At the same time, the integration of digital tools in strategic planning to achieve communication goals and solve communication problems has unsatisfactory popularity among communication managers and their teams compared to the dynamics of development in this area.

Conceptual framework for communication management

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.