Transformation of Information and Communication Strategies of Commercial Structures in Period of Post Pandemia and Economic Turbulence

Abstract

The article discusses a large scale transformation of information and communication strategies of for-profit business organizations under the influence of the 4-th industrial revolution, global pandemia of coronavirus, instability in the economic system, rapid transition of business community to online communications, aimed at restoring dialogue with target audiences. The research analyzed basic parameters of the updated business communications model used in PR, advertising, social and event marketing to promote new ideas, products and services at the turn of 2019–2021. The subject of a separate study was the sharply increased influence of marketing on the determination of the basic parameters of the complex of modern communications, caused by the swift adaptation of business plans to new economic realities and social life with the introduction of lockdowns and quarantine measures. We examined structural elements of integrated marketing communications that have undergone the greatest corrections are studied: target audiences, stakeholders, messages, instruments, resources, and communication channels. A separate section is devoted to the specifics of recruiting micro-influencers as an effective communication channel and human resource for for-profit organizations, as well as opening new positions for managers responsible for communicating in social media and creating brand support communities in PR departments. Based on the extensive data of recent years, opinions and forecasts of leading modern Russian and foreign experts from national and international professional communities in the field of business communications, as well as on a personal experience of practical work in Russian PR agencies, the author assesses the strengths of the updated information and communication strategies. He identified problems and shortcomings associated with sharp restriction on offline public events and transition to digital media platforms. In conclusion, the author points out that a reduction in the share of traditional media in the overall balance of communication channels and an increase in priority of new digital media platforms will lead to the formation of a universal hybrid communication model in the post-pandemic period, which will require a new generation of business communicators with practical skills and competencies that conform to new digital market realities.