Dmytro Oltarzhevskyi
Zarządzanie Mediami, Tom 7, Numer 3, 2019, s. 143-158
https://doi.org/10.4467/23540214ZM.19.010.11121This article presents the results of the research of the current state, tendencies and developments of the modern corporate media and the peculiarities of their use of innovations in communications. The theoretical part is based on the study of the knowledge base through a general review, critical analysis, systematization and generalization. Practical part contains analysis of statistical data and descriptive analysis of samples of corporate media.
The overall state of the industry in corporate publishing in Ukraine is investigated. The data on projects presented during the last fi ve years for the Association of Corporate Media, Ukraine is analyzed. Features and prospects of development of printed and digital communication channels are considered. The innovative approaches used by companies when using corporate media are analyzed, the main trends of their development are formulated.
A statement can be made that innovation signifi cantly transforms the status, content and forms of corporate media. In particular, with the reduction of printed publications, the company ’s active development of social networking websites, online video, mobile applications, chat bots, other digital channels and communication tools are envisaged. Given the current state of corporate media it is possible to predict their further growth and deeper integration in social and business processes. More and more companies from different industries will use this communication tool to build a comprehensive dialogue with the audience, create an image, promote the market for goods or services, and enhance corporate culture and employee motivation.