Marketing and public relations

Abstract

The digital evolution from the Web 1.0 to the Web 2.0 has created many challenges for enterprises and their corporate communication. Those who were not afraid of the new communication environment and who did not want to miss the trend started experimenting with these new platforms quickly. This became necessary as more and more of their stakeholders used the new opportunities for publishing and exchanging user generated content actively However, the shortcomings of such an actionism appeared and the search for adequate communication management processes and structures started. This chapter addresses the associated process of professionalization as well as the necessary rules and resources.