Corporate Communications and Stakeholder Management
Korporativne komunikacije i upravljanje odnosima sa stejkholderima
Abstract
Corporate communications represent a modern communications discipline used by businesses across the globe to communicate with key stakeholders. Chief executive offcers and executive management teams strive to create, protect and advance corporate reputation through corporate communications. Further, by communicating with key stakeholders the company adequately prepares for good news and future problems. With the benefit of technology and greater transparency, corporations of the future will continue to use corporate communications approaches to advance their business. Company’s reputation derives from the way stakeholders perceive the organization, how they think, feel or act towards it. It is therefore vital that organizations interested in developing and building their reputational capital; pay careful attention to the way they are perceived and that they manage the relationships with their various stakeholders like a strategic resource. Stakeholders represent both opportunity and threat for the organizations. For instance, if an institution has a good reputation with stakeholders they may provide the organization more latitude to operate. On the other hand a poor reputation may result in creating the legislative that can make it more difficult for an institution to operate.
Apstrakt
Korporativne komunikacije predstavljaju modernu komunikacijsku disciplinu koja se koristi u poslovima širom planete radi komunikacije sa ključnim stejkholderima. CEO i timovi izvršnih direktora se bore da stvore, zaštite i unaprede korporativnu reputaciju kroz korporativne komunikacije. Štaviše, komunicirajući sa ključnim stejkholderima, kompanija se na adekvatan način priprema za budućnost, i za dobre stvari i za probleme. Uz korišćenje tehnologija i veće transparentnosti, buduće korporacije će nastaviti da koriste prilaze korporativne komunikacije za unapređenje svog poslovanja. Reputacija kompanije proističe iz načina na koji stejkholderi doživljavaju organizaciju, šta misle, osećaju ili čine u odnosu na nju. Od vitalnog je značaja da organizacije koje su zainteresovane za izgradnju i razvoj svoje reputacije dobro obrate pažnju na to kako ih drugi doživljavaju i da svoje odnose sa različitim stejkholderima koriste kao strategijski resurs. Stejkholderi za kompaniju predstavljaju podjednako i opasnost, i šansu. Na primer, ako neka institucija ima dobru reputaciju kod stejkholdera, oni joj mogu dati više „manevarskog prostora“. S druge strane, loša reputacija može dovesti do donošenja takvih zakona od strane regulatora, da se poslovanje kompanije još više oteža.
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