Decline, renaissance or status quo? What is the status of corporate communications in the age of digital, influencers and the progressive development of AI?

Technological developments, including the increasing use of AI, the growing number of content distribution channels and online opinion leaders are significantly changing and reshaping the communications landscape. Today’s audiences get their knowledge from the Internet and social media instead of newspapers, radio and TV. Anyone with access to the web and/or any of the language models can be a content author.

Not surprisingly, against the backdrop of these changes, the concept of corporate communications in its traditional, previous form may sound like a relic. Does this mean the twilight of corporate PR?

Definitely not.

In the digital age, corporate communication has acquired a completely new dimension. It seems more accurate to ask not whether it is ending, but in what direction and at what speed is it evolving?

First of all, companies as message senders must adapt their communications in terms of form and content to new distribution channels, new media and diverse audiences. Sensitivity and comprehensive handling of new media (including the rapid creation of short videos and graphics) and their apt use are key competencies needed in corporate communications today.

Secondly, today companies face a huge number of challenges to which they must respond 24/7 – from social changes (changing needs and expectations of the next generation of consumers), technological changes (digital innovations, AI, new communication channels and tools, information chaos), political and regulatory changes (such as ESG), to armed conflicts and credibility crises (disinformation, fake news, irresponsible use of AI).

Corporate communications has therefore never been so important and so complex!

And what exactly is changing?

– The company still needs to speak with one voice, BUT MULTILATELY AND IN REAL TIME – this applies to communication within the organization as well as dialogue with the media and stakeholders. It is worth noting that today’s consistency of communication requires PR experts to juggle much more between an increasing number of channels. It requires adapting the format of the message to each individual channel, that is, producing content on a much larger scale. What we publish on Linkedin is unlikely to find understanding among Instagram audiences.

– PROACTIVE COMMUNICATION MANAGEMENT and continuous FACKT-CHECKING – a crisis situation becomes not so much as a result of an action or omission, but of spreading disinformation, i.e. deliberate misrepresentation or unconscious sharing of false information under the influence of instinct (misinformation). A crisis manual and a reactive statement are no longer enough.

– DIGITAL FIRST – traditional media and traditional forms of communication are and will continue to be present in corporate communications, especially as we return to old proven sources and tools in times of increasing information chaos. However, today they tend to complement digital channels such as podcasts, YouTube, LinkedIn, TIK TOK and influencers or online opinion leaders.

– FURTHER TRANSMISSION – The information life cycle is getting shorter and shorter, so the growing challenge is to produce more and more content faster, while maintaining the quality and consistency of the message.

– The Board of Directors is the FACE of the ORGANIZATION in digital media – regular and authentic communication by board representatives builds the company’s image and reputation and influences trust and loyalty to the company. Therefore, it is extremely important that they are properly prepared for this role and have ongoing support from the communications team.

– The need for DIRECT RELATIONSHIPS – we increasingly need to balance the impact of the pandemic and digitization of our lives with personal contacts with other people, with opinion leaders, journalists, the community. Consequently, a number of personalized meetings, as well as local initiatives targeting stakeholders to strengthen relationships and open transparent communication, are emerging in companies’ communication strategies.

– SOCIAL ROLE OF COMPANIES – today, consumers expect companies to reflect their values and actively advocate for socially important issues. This is no longer an option, but a must have. Being neutral, or remaining in the area of declarations (with no measurable results of socially engaged activities) pushes it to the margins. It is the job of corporate communications experts to stay on top of social trends, identify the values the brand espouses and proactively support those commitments in an authentic, long-term way.

– AUTHENTICITY – in the bot world, the language of communication must be truthful and individual, value-based, inclusive, geared toward building trust and sincere relationships, changing attitudes. This is expected especially by younger consumers, who are sensitive to false content and all kinds of washing.

– EMPLOYER ADVOCACY – the importance of company employees as the human face of the brand is increasing in corporate communications strategies. Their communication of the company’s actions and authenticity resonate with the audience, lending credibility to the organization, while reflecting its culture and values and building trust.

Corporate PR is not ending, but is changing as the technological revolution continues and the need for authentic, transparent and responsible messaging on the part of companies deepens. The role of the PR specialist is also changing, and today he or she should combine competencies in PR, marketing and data analytics, as well as technology.