CORPORATE COMMUNICATIONS IN THE DEVELOPMENT OF BUSINESS / KORPORATIVNA KOMUNIKACIJA U FUNKCIJI RAZVOJA POSLOVANJA

Abstract

n the world of management and modern business relations there is a widespread belief that the future of any company largely depends on how it is presented in the eyes of key stakeholders (shareholders, investors, customers, consumers, employees and the public, or the environment in which company operates). This attitude is further confirmed by the process of globalization, the global economic crisis and the growing dominance of modern information technology. Also by corporate affairs which are in the recent years more and more. Construction, maintenance and protection of the business image are the main task of the managment of each company. The reputation of the company is approached as one of the most important strategic objectives, which essentially is the main task of corporate communications. However, despite the importance attributed to it, it has not been sufficiently explored, nor precisely defined.
One of the fundamental issues that researchers encounter relates to the use of corporate communications and communication of the companies with all actors of business. The most common problem is reflected in the fact that communications strategies often are not accepted by the management, who do not understand the developments in the business environment and how they affect on the business and profitability of the company. Decision-makers do not understand in which way and how communication affects on the development of business and increasing profit. Identification of events and relationships that fall within the jurisdiction of corporate communications, which are beyond the understanding and control of decision-makers, creates opportunities for communication and engagement with the actors inside the company, as well as with those outside. In this article we are dealing with the theoretical and conceptual definition of corporate communications, its strategy, types and benefits based on the available literature and communication concepts, insights and practices.