CHAPTER 1
Corporate Communication: Adapting to Change
Faced with the challenges of a rapidly changing global economy, a revolution in media fueled by dramatic democratization of the Internet, and a substantially transformed concept of the 21st-century corporation, communication professionals in small and multinational corporations have adapted their practices to meet these challenges.
Exploring the environment of contemporary business and its impact on the transformation in communication practice in small and multinational corporations helps communication professionals understand these forces and the specific challenges that they have thrown at businesses the world over. Examining these forces and how they are interwoven offers insights for business ...
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