No abstract

No abstract

No abstract

She is the author of the book "Media Campaign-publicity and advertising" and a co-author of the book "Public Relations Best Practice 2011 and 2013". She is a corporate communications consultant in Victoria Group and was Head of Marketing and Corporate Communications in Deloitte, Corporate Affairs manager and after that a Consultant in Coca-Cola Hellenic, (2007-2011). She was a member of the Managing board of Smart Kolektiv and Public Relations Society of Serbia. Her other responsibilities include a chairperson of the Working Group of United Nations Global Compact for the national CSR strategy. She started her career as a producer of documentaries for foreign TV stations ARD, WDR, Televisione Swizzera-Italiana, etc. Vlastelica Bakić is member of the International Public Relations Association (IPRA), Serbian Association of Managers (SAM), and corporate representative in the American Chamber of Commerce (AmCham), Foreign Investors Council (FIC), Business Leaders Forum (BLF).

The digital industrial revolution, also called Industry 4.0, is substantially changing all areas of business. The application of modern technologies is transforming not only products and processes in the industry, but also business models in all sectors, which further implies required adaptations of all business functions. This chapter addresses the new dynamics and implications for strategic communication brought on by digitalization. A planning process of strategic communication will be elaborated within a digital context, together with the specifics of communicating with younger generations. Communication activities mostly relevant for companies in the new industry will also be presented. The issue of ethics in strategic communication will be also addressed, together with major initiatives in regulating the standards of the profession. The purpose of this chapter is to describe the changes that new technologies have brought to the discipline.