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The communication function should strengthen its role in organizations by undertaking more responsibilities, which should include not only distribution of messages among different stakeholders or maintaining relations with them, but also the task of shaping and defining the nature and identity of the entire organization.
Is there a viable alternative to what came to be known as traditional communication? Can stakeholders’ perceptions of brands be modified via communication? It is true that the digital world and the Internet constitute a new challenge that changes absolutely everything? What motivates different stakeholders to make recommendations to their friends? What should be the basis for innovations in communication in order to face and integrate all changes that are taking place in the current business environment?
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Ángel Alloza, CEO of Corporate Excellence; Emma Marín, Communications Director of Correos; and Christopher Smith, CEO of Brand Smith during the workshop titled Innovation in Communication for Business and the Mass Media held in Madrid on March 19, 2013.
