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Typology of contemporary corporate communication channels

机译：当代企业传播渠道的类型

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Purpose - The purpose of this paper is to distinguish the corporate communication channels by typology, by the designation of their characteristics and features of application, as well as to institutionalize the concept of corporate media. Design/methodology/approach - In the theoretical part, with the help of general review, critical analysis, systematization and generalization, the main scientific works devoted to corporate communications have been studied. In practical part, the method of typology there has been used and descriptive analysis of types of communication channels has been carried out. Findings - The research distinguishes the types of channels used in modern corporate communication. It reveals that corporate communication channels can be divided into two main types according to the criteria of relation to the company: outsiders and insiders. Then the channels can be divided into broad functional subtypes: events, advertising, media and a specific category - social media. The typological separation also can be based on the auditorium and communication technologies indications. Originality/value - This study makes a significant contribution to the development of studies of corporate communication through structuring communication channels. The establishment of types, features and prospects for the development of communication channels, in particular such specific ones as corporate and social media, contribute to a more systematic approach to the methods of their use. From a practical point of view, companies can be guided by the results of this research during the formation of a mix of corporate communication.
机译：目的-本文的目的是通过类型，指定其特征和应用特征来区分公司传播渠道，以及使公司媒体的概念制度化。设计/方法/方法-在理论部分，借助一般回顾，批判分析，系统化和一般化，研究了专门用于公司传播的主要科学著作。在实际部分中，使用了分类方法，并对通信渠道的类型进行了描述性分析。调查结果-该研究区分了现代公司沟通中使用的渠道类型。它表明，根据与公司的关系标准，公司的沟通渠道可以分为两种主要类型：外部人员和内部人员。然后，渠道可以分为广泛的功能子类型：事件，广告，媒体和特定类别-社交媒体。类型分离还可基于礼堂和通信技术指示。原创性/价值-这项研究通过构建沟通渠道，为公司传播研究的发展做出了重大贡献。建立沟通渠道的类型，特征和前景，特别是诸如公司和社交媒体之类的具体渠道，将有助于更系统地使用其使用方法。从实践的角度来看，在公司沟通混合的形成过程中，公司可以以研究结果为指导。

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