Today's corporate environment is complex. New product introductions, mergers and acquisitions, layoffs, technological changes, and globalization create opportunities and challenges for corporations to communicate with their key publics. Corporations that succeed are proactive, have well-defined communication strategies linked to business objectives, and demonstrate concern for the world around them.
Business enhances its credibility when it practices honest performance, open communication, consistency between performance and communication, commitment to problem solving, and establishment of feasible expectations.
Corporate public relations faces many challenges in the 21st century, including public perceptions of business, consumer alienation, and misunderstanding about business profits. In addition, other key issues facing the corporate sector are globalization, technological change, and diversity.
"Organizations that cannot understand the new era and navigate a path through the transition are vulnerable and will be bypassed."
—Don Tapscott and Art Caston
Paradigm Shift