ROLE OF INTEGRATED COMMUNICATIONS IN BUILDING AND MAINTAINING THE REPUTATION OF COMPANIES
Ključne reči:
integrisane komunikacije, odnosi s javnošću, ugled, komunikacije održivog razvoja
Sažetak
U uslovima neizvesnosti i brzih promena u poslovnom okruženju, visoka konkurencija, rasprostranjenost informacionih i komunikacionih tehnologija, ugled koji je formiran zahvaljujući sistematskim komunikacijama kompanije sa različitim ciljnim grupama i kroz interakciju, igra sve važniju ulogu u održivosti kompanije. U radu se istražuju aktuelni globalni trendovi koji podstiču razvoj integrisanih komunikacija kompanije zasnovanih na kombinovanju marketing komunikacija, komunikacije održivog razvoja, unutar-organizacione komunikacije, krizne komunikacije itd. Na osnovu velikog broja studija, u radu je analiziran pozitivan uticaj integrisanih komunikacija na ugled kompanije (na osnovu globalne RepTrak100 studije i godišnjeg rangiranja korporativnog ugleda vodećih svetskih kompanija). U radu je posebno naglašena potreba primene proaktivnih komunikacija, komunikacije koja se oslanja na praksu održivog razvoja kompanija, CEO komunikacija i korporativnih komunikacija orijentisanih ka promenama ponašanja ciljnih grupa.
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23. 2023 Deloitte Gen Z і Millennial Survey. https://www.deloitte.com/global/en/issues/work/content/genzmillennialsurvey.html
24. 2021 Deloitte Global Millennial and Gen Z. https://www2.deloitte.com/ua/uk/pages/about-deloitte/press-releases/in-its-10th-year-the-deloitte-global-millennial-and-gen-z-survey-reveals-two-generations-pushing-for-social-change-and-accountability.html
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26. Global Report. Edelman Trust Barometer, 2023. https://www.edelman.com/trust/2023/trust-barometer
27. Charm, T., Dhar, R., Haas, S., Liu, J., Novemsky, N., & Teichner, W. (2020). Understanding and shaping consumer behavior in the next normal. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/understanding-and-shaping-consumer-behavior-in-the-next-normal
2. Bromley D. B. (1993) Reputation, image, and impression management, John Wiley & Sons, New York.
3. Manto GotsiAlan M. Wilson (2001). Corporate reputation: seeking a definition, Corporate Communications: An International Journal, Vol. 6 Iss 1 pp. 24 – 30. http://dx.doi.org/10.1108/13563280110381189
4. Roberts P. W., Dowling G. R. (2002). Corporate reputation and sustained superior financial performance, Strategic Management Journal, p. 1077-1093.
5. John Doorley, Helio Fred Garcia (2020). Reputation Management The Key to Successful Public Relations and Corporate Communication, 2020, 4th Edition.
6. Smaiziene, Ingrida & Jucevicius, Robertas (2010). Corporate Reputation: Multidisciplinary Richness and Search for a Relevant Definition. // Engineering Economics. 2010. – №2. – С. 91–100. https://www.researchgate.net/publication/228337578_Corporate_Reputation_Multidisciplinary_Richness_and_Search_for_a_Relevant_Definition
7. Fombrun C. J (2018). Reputation: Realizing Value From The Corporate Image / Charles J. Fombrun. – Boston: Harvard Business School Press, 2018.
8. Fombrun, C., Gardberg, N. & Sever, J. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management. Volume 7, pages 241–255. https://doi.org/10.1057/bm.2000.10
9. Seven Drivers of Reputation. RepTrak (2023). https://www.reptrak.com/case-studies/ultimate-reputation-guide/7-reputation-drivers/
10. 2023 Axios Harris Poll 100. https://theharrispoll.com/wp-content/uploads/2023/05/2023-Axios-Harris-Poll-100_WEBSITE-REPORT-2.pdf
11. 2023 Global RepTrak 100. https://www.reptrak.com/rankings/
12. Ligeti G., Oravecz A. (2009) CSR Communication of Corporate Enterprise in Hungary, Journal of Business Ethics, Vol. 84, p. 137-149.
13. Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), р. 62–77.
14. Nada Soudi, Chams Eddoha Mokhlis (2020). The Impact of CSR Communication on the Company’s Reputation Vol. 38 No. 4 (2020): Special Issue: The Recent Economic Trends and their Impact on Marketing. https://doi.org/10.25115/eea.v38i4.3983
15. Alla Zinchenko, Vadym Naumov (2021). The Impact of the Corporate Social Responsibility on the Reputation of Companies. https://ndipzir.org.ua/wp-content/uploads/2019/Ryha_09.10.19/Ryha_09.10.19_15.pdf
16. Duncan Т., Moriarty S. (1997) Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships. McGraw-Hil, 1997.
17. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2016). Marketing 4.0: Moving from Traditional to Digital. Wiley. 2016.
18. DataReportal (2024). GLOBAL SOCIAL MEDIA STATISTICS. https://datareportal.com/social-media-users
19. Lee Mcіntyre (2018). Post-truth. MIT Press, 2018.
20. Cho, C.H., Martens, M.L., Kim, H. et al. (2011). Astroturfing Global Warming: It Isn’t Always Greener on the Other Side of the Fence. Journal of Business Ethics 104, р. 571–587 (2011). https://doi.org/10.1007/s10551-011-0950-6
21. Edelman Trust Barometer 2023: The Collapse of Purchase Funnel. https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust
22. USC Annenberg’s 2023 Global Communication Report “New Reputation”. https://annenberg.usc.edu/research/center-public-relations/global-communication-report
23. 2023 Deloitte Gen Z і Millennial Survey. https://www.deloitte.com/global/en/issues/work/content/genzmillennialsurvey.html
24. 2021 Deloitte Global Millennial and Gen Z. https://www2.deloitte.com/ua/uk/pages/about-deloitte/press-releases/in-its-10th-year-the-deloitte-global-millennial-and-gen-z-survey-reveals-two-generations-pushing-for-social-change-and-accountability.html
25. Global Report. Edelman Trust Barometer, 2019. https://www.edelman.com/trust/2019-trust-barometer
26. Global Report. Edelman Trust Barometer, 2023. https://www.edelman.com/trust/2023/trust-barometer
27. Charm, T., Dhar, R., Haas, S., Liu, J., Novemsky, N., & Teichner, W. (2020). Understanding and shaping consumer behavior in the next normal. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/understanding-and-shaping-consumer-behavior-in-the-next-normal
Objavljeno
2025/03/20
Rubrika
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