Corporate communications and opportunities for interaction with the media audience

Yarnykh Veronika, Artukhina Liliya, Torop Anastasiya

The article deals with the formation and development of modern corporate communications, as well as the possibilities of organizations in interaction with the media audience. The modern media space provides modern organizations with new complex opportunities for the formation of a single communication space with stakeholders. The COVID-19 pandemic, which has given impetus to the rapid development of the digital space, has also forced organizations to seek new opportunities in corporate communications. The integrated nature of corporate communications influences the formation of omnichannel interaction with the media audience. These examples of corporate media communications demonstrate new corporate communication practices and form new communication strategies.

Keywords:Corporate communications, media audience, technologies of interaction with media audience, media influencers, media image of an organization, stakeholders, communication strategies.