Le undici tendenze della comunicazione istituzionale delle maggiori multinazionali: dal rapporto del

EXECUTIVE SUMMARY
Key Insights (11) of the CCI Corporate Communication Practices and Trends Study 2005:
 (1) the need to build trust with all audiences remains a fundamental challenge for corporations through relationships with their internal and external audiences;(2) as budgets increase slowly,responsibilities are increasing more rapidly as companies expect corporate communicators to accomplish more with less;(3) Anti-Americanism and anti-globalism create a hostile environment for multinational corporations and building a responsible and accountable global corporate culture is vital to organizational health;(4) communication is now more strategic than ever, as corporate communication executives see "counsel to the CEO" and "manager of the company's" reputation almost equally as their primary role in the company;(5) global issues such as outsourcing and terrorism place corporate communication executives as strategic counsel to the corporation applying an understanding of the global impact of the local act, and the local impact of the global act;(6) managers are more mature, better educated, and paid more;(7) news media and technologies are pervasive, instantaneous, and global; transparency and disclosure laws have made media relations more complex and strategic;(8) the expectations continues that the company be a good citizen and make money;(9) global terrorism makes crisis communication planning a critical success factor for corporate communication professionals;(10) transparency is becoming a best practice strategy for reputation management;(11) writing remains the core skill for corporate communication.An emerging trend is the role of business in Public Diplomacy. Global companies and their brands touch the lives of more people than government representatives ever could. Businesses have often served a larger role in our society than that of carrying on the activities of commerce.They can serve a diplomatic function because of their intercultural sensitivity, as well as their understanding of the global enterprise they work for and of the world at large. In a world of instantaneous media coverage, transparency, and intangible value drivers, successful companies will welcome the challenge.Il rapporto può essere scaricato QUI.