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“New Normal” Strategic Communication

“New Normal” Strategic Communication
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Author(s): Slavica Cicvarić Kostić (University of Belgrade, Serbia) and Jelena Gavrilović Šarenac (Henkel Serbia, Serbia & Henkel Adria, Croatia)
Copyright: 2020
Pages: 22
Source title: Business Management and Communication Perspectives in Industry 4.0
Source Author(s)/Editor(s): Ayşegül Özbebek Tunç (Istanbul University, Turkey) and Pınar Aslan (Bursa Technical University, Turkey)
DOI: 10.4018/978-1-5225-9416-1.ch005


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The digital industrial revolution, also called Industry 4.0, is substantially changing all areas of business. The application of modern technologies is transforming not only products and processes in the industry, but also business models in all sectors, which further implies required adaptations of all business functions. This chapter addresses the new dynamics and implications for strategic communication brought on by digitalization. A planning process of strategic communication will be elaborated within a digital context, together with the specifics of communicating with younger generations. Communication activities mostly relevant for companies in the new industry will also be presented. The issue of ethics in strategic communication will be also addressed, together with major initiatives in regulating the standards of the profession. The purpose of this chapter is to describe the changes that new technologies have brought to the discipline.

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