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Corporate Communication

Transformation of Strategy and Practice

Michael B. Goodman and Peter B. Hirsch

The forces of uncertainty, globalization, the networked enterprise, Web 2.0, privacy, "big data," and shifting demographics have dramatically transformed corporate communication strategy and practice. Now more than ever, it is more complex, strategic, and essential to the organization’s survival. Corporate Communication: Transformation of Strategy and Practice examines, analyzes, and illustrates the practice of corporate communication as it changes in response to increasing global changes. It builds on the authors’ 2010 Corporate Communication: Strategic Adaptation for Global Practice, as well as their 2015 Corporate Communication: Critical Business Asset for Strategic Global Change.

This book analyzes and illuminates the major communication needs in rapidly evolving organizations: the contemporary communication environment; the importance and impact of intangibles—corporate sustainability, identity, culture, valuation, crisis prevention; the transformation of the media environment; the transformation of the concept of decision-making; the importance of demographics and multigenerational audiences; and technical, geopolitical, economic, and socio-cultural uncertainty. These are significant forces that can potentially augment or diminish an organization’s value.

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CHAPTER 8 Looking Around Corners



Looking Around Corners

The different kinds of uncertainty described in Chapter 7 make it unusually difficult to predict with any certainty the challenges for corporate communication strategy and practice that will emerge over the longer term. Even if one rejects an apocalyptic interpretation of the future of the global capitalist system in operation today, there are still a great many variables that will influence the corporate world of 2030, whether or not the United Nations has met some or all of its 17 Sustainable Development Goals (SDGs). What we can say with some certainty is that the emerging picture will be significantly more nuanced than that proposed both by the technology utopians and by those who anticipate a future in which humans are increasingly controlled and manipulated by their own creations.

Perhaps the cyber science fiction writer summed the situation up best when he said “the future is already here; it is not just very evenly distributed.” We take this to mean that while we can already glimpse some of the possibilities and the dangers inherent in robotics and artificial intelligence, it seems improbable that we will ever reach anything close to the “Singularity” envisaged by futurist Ray Kurzweil when he wrote: “A time in the very near future that technological advancement will be so fast, that we won’t be able to keep-up, unless we augment ourselves with the technology we are creating. By improving our physiological selves with advancements from the...

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