Transmedia Storytelling as a Corporate Communication Strategy and Its Effect on Corporate Culture

2019 ◽  
pp. 395-415
Author(s):  
Zuhal Akbayır
Keyword(s):  
Case Studies ◽  
Corporate Culture ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Literature Analysis ◽  
Transmedia Storytelling ◽  
Communication Environments ◽  
Symmetrical Communication ◽  
The Impact

In this study, transmedia storytelling is considered as a corporate communication instrument. The aim of the study is to question the impact of the use of transmedia storytelling in corporate communication on the corporate culture. The study, which uses literature analysis and case studies, emphasizes that concepts such as participation, collaboration, symmetrical communication, and dialogue play an important role in the formation of strong corporate cultures through transmedia storytelling in the new corporate communication scene created by new communication environments.

Introduction to the special issue: corporate communication – transformation of strategy

2019 ◽  
Vol 40 (6) ◽  
pp. 3-8 ◽  
Author(s):  
Michael B. Goodman
Keyword(s):  
Employee Engagement ◽  
Corporate Culture ◽  
Core Competencies ◽  
Business Environment ◽  
Unintended Consequences ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Special Issue ◽  
Content Type ◽  
Communication Function

Purpose The contemporary business environment for public companies is much more multinational and multicultural than at any previous time. It is now driven by complex economic, political, technological and demographic forces such as these six: multipolarity eclipses globalization; the internet of things; corporate business model; uncertainty; privacy, big data and alternative data; and shifting demographics. The communication function has been central to this transformation. Design/methodology/approach The corporate communication international (CCI) studies have revealed three periods of transformation, namely, the focus, practices, perceptions, and the strategic aim of corporate communication to establish coherence by managing the messages reflects a top-down mind-set of communicating from the corporation to its stakeholders. The CCI study data indicated that the approaches to communication started changing; the fragmented media landscape of businesses reveals an awakening of a new kind of corporate communication whose aim is not to control and order, but to endure and to accept the “truth” being constantly challenged. Findings Findings from the CCI practices and trends studies validate the field’s strategic role in engagement and amplification of corporate messaging. Forces that have an impact on the practice of corporate communication include continuation of rapid changes, unintended consequences of changing reporting structures, core functions remain unchanged Budget and staff increases reflect economic confidence, Search for talent, Integrity, Core competencies focus on “business acumen” to drive corporate value, Employee engagement to build corporate culture, “Counsel to the CEO” suffers as the role of the communication officer changes. Originality/value Corporate Communication Practices and Trends studies underscore corporate communication as a strategic management function and, increasingly, as a strategic business partner for the enterprise. The integration of marketing and communication in many corporations, changes the corporate communication function. This special issue of the Journal of Business Strategy is focused on the transformation of corporate communication strategy. Six experts share their perspectives.

Crisis PR in the Post-Truth Era

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Mariya Nikolova
Keyword(s):  
Case Studies ◽  
Management Strategy ◽  
Public Trust ◽  
Corporate Communication ◽  
Communication Strategy ◽  
Fake News ◽  
Communication Management ◽  
Traditional Media ◽  
Media Report ◽  
The Media

The paper outlines some of the challenges that PR experts are facing in their work in the so-called „Fake News Era”, dominated by misinformation and the need for verifying the facts published in social and traditional media. The main thesis of Gьnter Bentele’s theory of public trust is used to frame the basic idea about the lack of trust in the media in general. Some of his conclusions drawn in the 1990s, are similar to the results summarized today by two reports: Cision’s „State of the Media Report” (2017) and Edelman’s „Trust Barometer” (2017). The paper also presents a few case studies, related to the distribution of fake news that damage the prestige and the reputation of the affected companies (Pepsi Co, New Balance, Ferrero Croup). It poses the question about the extent to which we can talk about corporate communication management and strategies in the post-truth era and whether it would be more appropriate to include a Rumor Management strategy in the corporate communication strategy arsenal when a corporation needs to react to a piece of fake news in the post-truth era.

ПРАГМАТИЧНИЙ ПОТЕНЦІАЛ НАТИВНОЇ РЕКЛАМИ: ФОРМИ, ТРЕНДИ (НА ПРИКЛАДІ НАТИВНОГО КОНТЕНТУ В СОЦІАЛЬНІЙ МЕРЕЖІ FACEBOOK ЩОДО БРЕНДА ФАКУЛЬТЕТУ ЖУРНАЛІСТИКИ ЗНУ)

2020 ◽  
pp. 113
Author(s):  
V. Kovpak ◽  
N. Trotsenko
Keyword(s):  
Social Network ◽  
Professional Training ◽  
Educational Process ◽  
Communication Strategy ◽  
Student Centered ◽  
Teacher Student ◽  
The Social ◽  
National University ◽  
High Level ◽  
The Impact

<div><p><em>The article analyzes the peculiarities of the format of native advertising in the media space, its pragmatic potential (in particular, on the example of native content in the social network Facebook by the brand of the journalism department of ZNU), highlights the types and trends of native advertising. The following research methods were used to achieve the purpose of intelligence: descriptive (content content, including various examples), comparative (content presentation options) and typological (types, trends of native advertising, in particular, cross-media as an opportunity to submit content in different formats (video, audio, photos, text, infographics, etc.)), content analysis method using Internet services (using Popsters service). And the native code for analytics was the page of the journalism department of Zaporizhzhya National University on the social network Facebook. After all, the brand of the journalism department of Zaporozhye National University in 2019 celebrates its 15th anniversary. The brand vector is its value component and professional training with balanced distribution of theoretical and practical blocks (seven practices), student-centered (democratic interaction and high-level teacher-student dialogue) and integration into Ukrainian and world educational process (participation in grant programs).</em></p></div><p><em>And advertising on social networks is also a kind of native content, which does not appear in special blocks, and is organically inscribed on one page or another and unobtrusively offers, just remembering the product as if «to the word». Popsters service functionality, which evaluates an account (or linked accounts of one person) for 35 parameters, but the main three areas: reach or influence, or how many users evaluate, comment on the recording; true reach – the number of people affected; network score – an assessment of the audience’s response to the impact, or how far the network information diverges (how many share information on this page).</em></p><p><strong><em>Key words:</em></strong><em> nativeness, native advertising, branded content, special project, communication strategy.</em></p>

Peran Departemen Corporate Communication dalam Melakukan Sosialisasi Nilai Perusahaan melalui Media Internal

2018 ◽  
Vol 8 (2) ◽  
pp. 45-56
Author(s):  
Cendera Rizky Bangun
Keyword(s):  
Corporate Culture ◽  
Corporate Communication

Sistem komunikasi internal yang kuat dapat mendorong loyalitas dan peningkatan produktivitas tenaga kerja. Sistem ini memegang peranan penting dalam mempertahankan karyawan dalam sebuah perusahaan sehingga mereka merasa terhubung dengan visi perusahaan. Penelitian ini mengangkat peran dari divisi Corporate Communication PT Darya Varia Tbk dalam mengkomunikasikan corporate culture BERSATU pada karyawan melalui program komunikasi internalnya. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan paradigma post-positivist. Hasilnya adalah nilai perusahaan yang dimiliki oleh PT Darya-Varia Laboratoria Tbk semenjak pertengahan tahun 2011 ini adalah BERSATU. BERSATU merupakan nilai yang coba ditanamkan di dalam setiap aktivitas para karyawannya yang melibatkan perusahaan, baik secara langsung maupun tidak langsung. Kesimpulannya adalah posisi Departemen Corporate Communication di dalam PT Darya-Varia Laboratoria Tbk yang merupakan pintu keluar masuk arus informasi dari berbagai departemen. Departemen Corporate Communication harus bisa melakukan filtrasi sendiri atas informasi apa yang patut didistribusikan maupun tidak, dan bagaimana sebuah pesan bisa diterima dengan baik Kata kunci: Corporate communication, komunikasi internal, nilai perusahaan, sosialisasi

Navigating the New Retail Landscape

2020 ◽  
Author(s):  
Alan Treadgold ◽  
Jonathan Reynolds
Keyword(s):  
Case Studies ◽  
Business Models ◽  
Retail Industry ◽  
Drivers Of Change ◽  
Economic Crises ◽  
Global Pandemic ◽  
Personal Leadership ◽  
Practical Guidance ◽  
The Impact ◽  
Rapid Emergence

The retail industry globally is in an era of profound, perhaps unprecedented, change, change which has been further accelerated for many by the impact of the COVID-19 global pandemic and its attendant health and economic crises. This book is intended to serve as a wide-ranging, robust, practical guide to leaders of enterprises tasked with understanding and delivering success in the new landscape of retailing. Part 1 describes the major directions and drivers of change that define the new global landscape of retailing. Accelerating changes in technology, the rise to prominence globally of internet enabled shoppers and the rapid emergence of entirely new retail enterprises and business models are combining to re-shape the very fundamentals of the retail industry. The new landscape of retailing is unforgiving: success can be achieved more quickly than ever before but failure is equally rapid. Opportunities in the new landscape of retailing are profound, but so too are the challenges. Part 2 discusses the structures, skills and capabilities that retail enterprises will need to be successful in this new landscape and the skills and capabilities required of the leaders of retail enterprises. More than 25 detailed case studies of innovative, successful enterprises internationally and more than one hundred smaller examples, all updated and many new since the first edition, are used to illustrate the themes discussed. Frameworks are presented to provide practical guidance for enterprise leaders to understand and contextualize the nature of change re-shaping retail landscapes globally. Clear guidance is given of the capabilities, skills and perspectives needed at both an enterprise and personal leadership level to deliver success in the new landscape of retailing.

scholarly journals An evaluation of the implementation of quality improvement (QI) in primary care dentistry: a multi-method approach

2021 ◽  
Vol 10 (2) ◽  
pp. e000839
Author(s):  
Heather Cassie ◽  
Vinay Mistry ◽  
Laura Beaton ◽  
Irene Black ◽  
Janet E Clarkson ◽  
...  
Keyword(s):  
Primary Care ◽  
Quality Improvement ◽  
Case Studies ◽  
Quality Care ◽  
Theoretical Domains Framework ◽  
Team Members ◽  
Knowledge And Skills ◽  
Scottish Government ◽  
The Impact

ObjectivesEnsuring that healthcare is patient-centred, safe and harm free is the cornerstone of the NHS. The Scottish Patient Safety Programme (SPSP) is a national initiative to support the provision of safe, high-quality care. SPSP promotes a coordinated approach to quality improvement (QI) in primary care by providing evidence-based methods, such as the Institute for Healthcare Improvement’s Breakthrough Series Collaborative methodology. These methods are relatively untested within dentistry. The aim of this study was to evaluate the impact to inform the development and implementation of improvement collaboratives as a means for QI in primary care dentistry.DesignA multimethod study underpinned by the Theoretical Domains Framework and the Kirkpatrick model. Quantitative data were collected using baseline and follow-up questionnaires, designed to explore beliefs and behaviours towards improving quality in practice. Qualitative data were gathered using interviews with dental team members and practice-based case studies.ResultsOne hundred and eleven dental team members completed the baseline questionnaire. Follow-up questionnaires were returned by 79 team members. Twelve practices, including two case studies, participated in evaluation interviews. Findings identified positive beliefs and increased knowledge and skills towards QI, as well as increased confidence about using QI methodologies in practice. Barriers included time, poor patient and team engagement, communication and leadership. Facilitators included team working, clear roles, strong leadership, training, peer support and visible benefits. Participants’ knowledge and skills were identified as an area for improvement.ConclusionsFindings demonstrate increased knowledge, skills and confidence in relation to QI methodology and highlight areas for improvement. This is an example of partnership working between the Scottish Government and NHSScotland towards a shared ambition to provide safe care to every patient. More work is required to evaluate the sustainability and transferability of improvement collaboratives as a means for QI in dentistry and wider primary care.

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