دانلود کتاب ارتباط شرکتی – مفاهیم و تمرین

Corporate communication has become an established academic stream in most media schools in universities and some MBA schools also. It is widely believed that corporate communication is an offshoot of public relations, as many academic books and learned papers also suggest. One rarely now finds a vertical in corporate Inc. called public relations. It is, however, a dichotomy that corporate communication as a professional movement is yet to reach the magnitude and momentum that public relations did and continues to do so in most countries. A lot has changed in the last few years that has its ramifications on communication per se. Beginning in December 2019 in Wuhan, China up until WHO declared it a pandemic in March 2020, and an official closure given to it in May 2023, there has been nothing like this phenomenon in the last 100 years after the Spanish flu took millions of lives globally. Covid cases are still occurring, but it is no longer a pandemic situation. With the long spell of almost three years, the Covid-19 pandemic has changed the world in more than one way. Pain, suffering, personal loss of family members and friends hung like Damocles’ sword on billions of denizens as societies and nations struggled to make sense of the deadly virus when it struck. Even the richest and most advanced countries were ill-prepared to deal with a medical emergency of this kind and magnitude. Every crisis brings in an opportunity, and this one was no different. What could have taken years, the ingenuity and improvisation skills of our scientists brought to the table the vaccine that was to save millions of lives in a much shorter period than it was speculated. Deaths immediately got minimized, but the pandemic left a labyrinthine trail of ruined families, traumatized children, increase in domestic violence, shaky markets and economies, people losing jobs by the millions, the introduction of “work from home” culture, and many more things. The corporate Inc., first confused, later took up the challenge of rebuilding the lost ground as markets opened and people came out of their homes to shop. Small and medium-sized companies have still not regained from the colossal losses and closure of many enterprises. Governments came forward in most countries to help build economies, but in a situation like the one Covid-19 brought, no effort could be called enough! Covid-19 sent many belonging to the middle class to the poor category, and the poor to extreme poverty in many countries. How the Corporate Inc. communicated with their stakeholders can be an area of empirical research within academia. Technology, in the meantime, has taken the front seat. The social media platforms have kind of overtaken the classic media like print and electronic in cornering most of the ad budgets in flourishing markets. Social media influencers have become most sought after for pushing brands among their followers. Influencer marketing budget according to industry buzz is anything between USD 5–10 billion in a year. Some social media influencers have more following than well-known celebrities.