Authors :
Ana Matias, Luís Cardoso
Volume/Issue :
Volume 4 - 2019, Issue 10 - October
Google Scholar :
https://goo.gl/DF9R4u
Scribd :
https://bit.ly/2MxhthF
Abstract :
Nowadays, companies' competitive
advantage is based more on intangible than physical
attributes, and factors such as knowledge management
or organizational culture are absolutely fundamental.
Thus, we must look at the corporate system issue and
three key areas: corporate culture, corporate identity,
and corporate communication. In these fields, the
public relations professional acts as the manager of
organizational communication and is increasingly
important because he interprets, mediates and keeps
open two-way communication between an organization
and its audiences, especially at a time when technology
advances and the internet. increasingly require a
knowledge manager within organizations.
Keywords :
Public Relations, Organizational Communication.
Nowadays, companies' competitive
advantage is based more on intangible than physical
attributes, and factors such as knowledge management
or organizational culture are absolutely fundamental.
Thus, we must look at the corporate system issue and
three key areas: corporate culture, corporate identity,
and corporate communication. In these fields, the
public relations professional acts as the manager of
organizational communication and is increasingly
important because he interprets, mediates and keeps
open two-way communication between an organization
and its audiences, especially at a time when technology
advances and the internet. increasingly require a
knowledge manager within organizations.
Keywords :
Public Relations, Organizational Communication.
