Corporate Communication in the Context of Contemporary Public Relations

U jeku sveopće digitalizacije 2016. godine, društvo više ne mijenja svoju dnevnu rutinu nadopunjujući ju samo pregledavanjem internetskog sadržaja, s ciljem informiranja, zabave, kupnje ili posla. Internet je postao životna rutina. Korisnik interneta više nije puki recipijent kojemu je sadržaj serviran te on, zadovoljen time, ispunjava svoje apetite. Rastom popularnosti društvenih mreža proporcionalno rastu i zahtjevi, već zahtjevnog tržišta. Upravo se zato povećaju mogućnosti oglašavanja, prodaje i informiranja na društvenim mrežama. Digitalno doba, u sferi neprestane komunikacije, u kojemu je informacija dobila primarno mjesto u proizvodnji i kupovini, zahtjeva praćenje trendova s ciljem maksimalizacije učinkovitosti i minimiziranja gubitka sredstava i vremena. Upravo te činjenice, s jedne strane čine glavne atribute praktičarima odnosa s javnošću da personaliziranim porukama grade imidž, mijenjaju svijest te dopru do svoje ciljane publike. Dok s druge strane, promjena cjelokupne paradigme promišljanja i ponašanja javnosti, njihovih potreba te novi medijski kanali s vlastitim zakonitostima, cjelokupnoj struci odnosa s javnošću nameću iznimne izazove u stalnoj edukaciji, prilagodbama te promjenu vlastite paradigme. Važnost društvenih mreža, njihova najveća primjena i posebnost u korporativnoj komunikaciji i oglašavanju još nije ni blizu vrhunca te se upravo zato pred korporacije stavlja imperativ njihovog pravovremenog savladavanja kako ne bi izgubile „bitku“ s konkurencijom, u kojoj već sada vrijedi uzrečica: „Ako nisi online, kao da ne postojiš!“In the midst of digitalization in the year of 2016., society doesn't change its daily routine by complementing her with browsing throughout the internet while searching for news, fun, shopping or job. Internet has become a lifestyle. Internet user isn't just anymore a common recipient of available content whos longings are fulfilled with whatever he gets on the world wide web. Growing popularity of social networks is followed by another rising of needs of already demanding market. That is also a reason of increased advertising possibilites, ways of informing and sales on social networks. Digital era in a sphere of constant communication where information took first place in producing and purchasing, there is a need of keeping up with trends for achieving maximal effectiveness and minimizing the loss of time and sources. On the one hand, those facts make the main strengths of public-relations practitioners to make an image, altering awareness and in the end coming through their target population throughout the personalized messages. On the other hand, changing the way of people thinking, acting and needing, along with the new media channels with their own laws, demands for the profession of public relations becomes more challenging, seeks for continuous education and brings out the changes of its own paradigm. Importance of social networks, their biggest profit and special feature in corporative communications and advertising are a long way from its climax which forces corporations to keep up with growing trends by mastering them, so they can win the battle against their competition because „If you're not online, it's like you don't even exist!“