Медии и комуникации на 21. век
ВЕЛИКОТЪРНОВСКИ УНИВЕРСИТЕТ "СВ. СВ. КИРИЛ И МЕТОДИЙ" - УНИВЕРСИТЕТСКО ИЗДАТЕЛСТВО
Всички списания Медии и комуникации на 21. век (2018) Том 2 Брой 1 Статия 5

Фалшиви новини в корпоративните комуникации


Автори:
Христина Христова Великотърновски университет „Св. св. Кирил и Методий“, България

Страници: 31-40
DOI: https://doi.org/10.54664/ZAGZ9806

Резюме:


The paper examines the impact of fake news on the relationship between companies and their strategic audiences. The text is structured into two parts. The focus in the first part is on the structure of corporate communications and the model of successful corporate policy presented as a projection of the idea of the business of trust. The second part highlights the main aspects of the development of the cosmetic giant „L’Oreal”, which has preserved its image as a strong brand and an ethical company in the conditions of hypercompetitiveness and fake news. The study is based on Van Rieland Fombrun’s theory of corporate communications as a polyfunctional concept and on Kotler’s idea of market-oriented strategic planning, providing an advantage to firms in situations of risk and dynamic social transformations.


Ключови думи:

corporate communications, fake news, corporate culture, company values, stakeholders, L’Oreal.

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Фалшиви новини в корпоративните комуникации

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