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The impact of the digital age on the transformation of the communications manager function

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Manuela Toteva at Sofia University "St. Kliment Ohridski"
Manuela Toteva
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Abstract

The digitalization and evolution of social media are subjects of strategic importance to the communications manager because of their transformative impact on society, business, organizations, and people. Managing online communication activities and stakeholder and community engagement is becoming a necessary responsibility of every organization, and the online dissemination of fake news directly threatens its reputation, has ethical consequences, and leads to the implementation of crisis communications. At the same time, the integration of digital tools in strategic planning to achieve communication goals and solve communication problems has unsatisfactory popularity among communication managers and their teams compared to the dynamics of development in this area.
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ВЪЗДЕЙСТВИЕТО НА ДИГИТАЛНАТА ЕРА ВЪРХУ
ТРАНСФОРМАЦИЯТА НА ФУНКЦИЯТА КОМУНИКАЦИОНЕН
МЕНИДЖЪР1
THE IMPACT OF THE DIGITAL AGE ON THE TRANSFORMATION
OF THE COMMUNICATIONS MANAGER FUNCTION2
Manuela TOTEVA
Sofia University „St. Kliment Ohridski”, Faculty of journalism and mass
communication
Мануела ТОТЕВА
Софийски университет „Св. Климент Охридски“, Факултет по
журналистика и масова комуникация
Abstract            

        
         

 

       

Keywords: ! "#
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25>-2'.-1/C(3/QeNm/'67/A-2%/1()%2'%'-/8(9.('25>-2'.-1%67/3-1%.1(8%1(
6/9/?'/7(=/'%'-<1%,'9/3:1%9(+%/1-1/'4-)%)%(&-1+%,%4/7%6/K3()9/!QQ`m#
.,7.(' 8- " *1(8%'-)1/ >- 67/3-1% 1(8%1( 6/ 9/?'/ 7(=/',' '- 2(3%'-
J7/A-2%/1()%2'% 7(=/'->% . (9+%/1-71% 47:;-2'.( 1(67%3-7 /+-1,.(' 6/K2%)1/
.5*4-?2'.%-.57<:/7&(1%*(+%/11/'/%)%81/1%.//'67(9'%9:.(>%'-.47:&%.%4/.-
/7&(1%*(+%%!SLQm.%2/9/%)%31/&/2%)1/.5*4-?2'.%-1(27-41/1%./_QeRm.%2/9/
%)%31/&/2%)1/.5*4-?2'.%-1( 3%97/ 1%./# C5>/'/ .(;%%*(9/3:1%9(+%/11%'-
3-1%4;57% . 27(.1-1%- 2 '-<1%'- .752'1%+% 1( 6/K1%29% 6/*%+%% f8(9.(1/'/
.)%,1%- 1( " - 3/'%.%7(1/ % /' /7&(1%*(+%/11('( ?-7(7<%, 9('/ .%2B%'-
3
759/./4%'-)% 6/2/8.(' 1(?K*1(8%3%'- ( 8)-1/.-'- 1( -9%6( 1(?K1%29%'- -A-9'% 1(
3(97/3-*/%3%97/1%.(
Употреба на дигитални инструменти за постигане на комуникационни цели
a9/1'-92'( 1( 9(*(1/'/ 4/ 3/3-1'(3/;-3 4( /=/=>%3 8- 67-49/3:1%9(+%/11%,
3-1%4;57 2'/% *(4(8('( 4( n/=/7:4.(V % /=:8% 8)-1/.-'- 1( -9%6( 2% 2 n6/K:31%V %
-A-9'%.1% %12'7:3-1'% 6/4/=7,.(>% /=>%'- 7-*:)'('% 1( /'4-)(P/7&(1%*(+%,'( %
/'&/.(7,>% 1( 1(2'/,>%'- '-14-1+%% Z "  h i 25*4(.(
-4%1 /' 1(?K6/47/=1%'- *( g.7/6( /1)(?1 7-&%2'7% 1( 1(4 RNL .-7%A%+%7(1%
(6)%9(+%%![(=)%+(R#9/%'/(9/67/:8%34-'(?)1/>-:2'(1/.%38-1(65)1/3/&('
4( *(3-2',' <(7(9'-71% *( 67/A-2%,'( 4-?1/2'% 1( 9/%'/ 26-+%()%2'%'-
67-42'(.%'-)%1('16/9/)-1%-o2(6/2.->(.()%*1(8%'-)1/.7-3-/'7(=/'1%,4-1
Таблица 1. Регистър на CIPR с апликации, подпомагащи или отменящи
определени функции на комуникационния специалист/отдел/агенция
(PPP)
Функция Апликация
Автоматизация b he "Y
Анализ на данни
p! p# q
  Xb XZ
Y r 
Анализ на съдържание в социални
медии
X b X  
X h r 
Създаване и обработка на аудио
съдържание
\ s X h 
p  
Връзки с медиите
 h hi h hh 
W   
Идентифициране на
заинтересованите страни
 X X 
t o k Wu 
 " tX
X r  
Изображения
h h up s 
XX hWq hv hv hv 
h Y" Z Y
Изследвания Xq q qX 
Кризисни комуникации Xt Zv
Медиен мониторинг hiX  w
Общи помощни средства
\ b up uk 
 
t t tp   RL
 
4
Оценка на резултати
i
"cY
Z
Планиране
X Xci hZ ih
XZ X x 
x h "xr qw
h qY qZ
r qZhW
p h" qb"v Y 
h ZZy   
h  Z
Създаване и обработка на видео
съдържание bk p q  r
Създаване на писмено съдържание
i ]  q 
ZY
Управление на кампании
 Xp Z 
Z ]X
Управление на проекти b  X  
Управление на съдържание в
социални медии
X W EXX Wb 
p ] q Y 
Z Zsip r r 
 W E
J7-* (.&:2' NLNL & - 6:=)%9:.(1/ 657./'/ 759/./42'./ *( -'%81/ 6/)*.(1- 1(
%*9:2'.-1 %1'-)-9' /' 9/3:1%9(+%/11% 67(9'%+% !k ^ q NLNL# 9/-'/
6/'.57;4(.( 8- %*9:2'.-1%,' %1'-)-9' >- 6/.)%,- 1( .2%89% 67/A-2%% f=>/'/
31-1%--8-9/&('/7(=/'('(-/'1/2%'-)1/7:'%11(2-/8(9.(6/K&/),3(6/4(')%./2'
1( (.'/3('%*(+%, J/ '/*% 1(8%1 1- 2(3/ 6/.'(7,>% 2- *(4(8% 1/ 67/A-2%/1()1(
7(=/'( 9('/ '(*% %*.57B-1( /' 26-+%()%2'% 6/ .75*9% 2 /=>-2'.-1/2''( 67%
9/12:)'%7(1-6/ /'1/B-1%- 1(97%*%3/;-4( %3( *1(8%'-)1%/=)(2'%/'4(4-1%1(
:67(.),.(1%'-/' "67/+-2%%.*-3(1-1(7-B-1%,z21/-/=(8-8-67/A-2%%9/%'/
%3(' 67-.-2 1( n8/.-B9%'- :3-1%,V 9('/ 1(67 9/3:1%9(+%/11%,' 3-1%4;351' %
2/+%()1%'- :3-1%, { 67/A-2%,'( >- 67-'576% 6/K2)(=/ .)%,1%- C5>-2'.:.(
67-4%*.%9('-)2'./ % 67% 67-9.()%A%9(+%,'( 1( 25>-2'.:.(>('( 7(=/'1( 2%)( *(
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%*%29.(1/.%+%A7/.%1(8%1%1(7(=/'(.9)08%'-)1/26/2/=1/2'*(9/4%7(1-:3-)(
7(=/'(23(B%1%%6/2'(.,1-1(67(.%)1%&7(1%+%/9/)/8/.-9(%7/=/'(
Съвременни компетенции в условията на дигитална трансформация
5
F/3:1%9(+%%'- 2- 4.%;(' 953 '-<1/)/&%% *( +%A7/.%*(+%, 9/-'/ /' 2./, 2'7(1(
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+%A7/.( %9/1/3%9( $/9)(4 1( &)/=()1( 9/12:)'(1'29( 9/36(1%, 67-4/2'(.,>(
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9/%'/ 2):;%'-)%'- 2)-4.( 4( 67%'-;(.(' . =54->- *( 4( :26-,' . 1/.%'- :2)/.%,
!qNLRT#
RЦифрова грамотност;
N Изграждане на технологично ноу-хау { :3-1%, *( %*6/)*.(1-E3(1%6:)%7(1-E%
25*4(.(1-1('-<1/)/&%%%4(11%_
Q „Ние“ подход { :3-1%, *( .*(%3/4-?2'.%- %*&7(;4(1- 1( .*(%3//'1/B-1%, %
6/9(*.(1- 1( 2(3/25*1(1%-'/ 1-/=</4%3/ *( -A-9'%.1( 7(=/'( 2 47:&%'- )%81/ %
67(9'%8-29%_
SСъздаване и решаване {:3-1%,*('./78-29/7-B(.(1-1(67/=)-3%%*6/)*.(?9%
-36('%,)/&%9(%1/./3%2)-1-_
O Култивиране на мислене за растеж {/'1/B-1%- 953 /2'(.(1- 1( 7-)-.(1'1/2'
1-67-9521('/:8-1-%7(*7(2'.(1-%(4(6'%7(1-95367/3-1%'-_
M Специализирани за работа { 25/'.-'1%'- 26-+%()%*%7(1% :3-1%, *( 267(.,1- 2
67%/7%'-'%'-1(3-2'1%,6(*(7%26-+%A%81%'-1:;4%1(/'7(25)(
J/8'% 6/)/.%1('( /' (19-'%7(1%'- 9/3:1%9(+%/11% 26-+%()%2'% !SQQm# .
g.7/6-?29%,9/3:1%9(+%/1-13/1%'/7*(NLNL&!\]^NLNL#2(
25&)(21%8-9/36-'-1+%%'-2-/=25;4('%1'-1*%.1/ .',<1('(2'7(1(6/48-7'(.(?9%
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6/.-8-'/67(9'%9:.(>%!TL`m#.,7.('.1-/=</4%3/2''(/'6/2'/,11/6/4/=7-1%-D/
*1(8-1%-'/ 1( %*&7(;4(1-'/ 1( 9/36-'-1'1/2'% .(7%7( . *(.%2%3/2' /' /6%'( 1(
(19-'%7(1%,%457;(.('(.9/,'/67(9'%9:.(F/3:1%9(+%/11%'-3-1%4;57%*(,.,.('
8-2(6/K1(,21/21-/=</4%3/2''(/'7(*.%.(1-1(9/36-'-1'1/2'%4/9('/-41(8-'.57'
/'67(9'%9:.(>%'-9/%'/2(.NLK'-&/4%1%/'2./, ;%./' /'8%'(' 2(3/ 3()9/ %)%
:3-7-1(1:;4(/'7(*.%'%-1(1/.%:3-1%,f25*1(.(1-'/1( 1:;4('(/'7(*.%'%-1(
(9':()1% 9/36-'-1+%% - 1(?K2%)1/ . |(6(41( % C-.-71( g.7/6( l%62('( 1(
9/36-'-1+%%*(/=7(=/'9(1(4(11%-/2/=-1/6/7(*%'-)1(1(.2%89%1%.(9('/OLMm
/'9/3:1%9('/7%'-. g.7/6( 4-9)(7%7(' 1-4/2'('581(9.()%A%9(+%,.'(*% 9)08/.(
6
/=)(2' F/3:1%9(+%/11%'- )%4-7% 2( 9.()%A%+%7(1% . =%*1-2 :67(.)-129% %
9/3:1%9(+%/11% :3-1%, 1(4<.57),?9% 2./%'- 6/48%1-1% *( 27(.1-1%- 6/K3)(4%'-
67/A-2%/1()%2'%/'8%'(' 1(?K&/),3/'/ :3-1%-.=/7(.-1-'/2'-<1/)/&%,'(f1)(?1
9/3:1%9('/7%'-%3(' 1(?K.%2/9('( '-<1/)/&%,%9/36-'-1'1/2'%*(4(11%1( .2%89%
67(9'%9:.(>% 1/ %3 )%62.('=%*1-2 :3-1%, . 27(.1-1%- 2 '-*% 7(=/'->% . 47:&%
/=)(2'% a +,)( g.7/6( 26-+%()%2'%'- 6/ 9/3:1%9(+%, 2( 67-3%1()% 27-41/ R`
/=:8-1%, 41% 67-* NLR` & 9('/ RL /' ',< 2- 67/.-;4(' . 2./=/41/'/ .7-3- 1(
67(9'%9:.(>%,!:%9-14%67(*1%+%%)%.-8-7%#
C 1(2'56.(1-'/ 1( 6(14-3%,'( 67-* NLNL & 9/3:1%9(+%/11%'- /'4-)% =,<(
67-4%*.%9(1%4(67-3%1('8(2'%81/%)%%*+,)/953.%7':()1%25=%'%,9/-'/1()/;%
7(*)%81% 67-4%*.%9('-)2'.( { /' (1&(;%7(1-'/ % *(457;(1-'/ 1( .1%3(1%-'/ 1(
(:4%'/7%,'(4/8%2'/.5*67%-3(1-%67%)(&(1-1(1/.%'-<1%8-29%'-7-B-1%,![/'-.(
NLNL#F5333(?NLNL&TQ3%)%/1(4:B%.&)/=()-13(>(=2(*(2-&1('%/'/'3-1-1%
A%*%8-29%25=%'%, 6/7(4%F/.%4KR` ( 4/ 97(, 1( &/4%1('( '(*% +%A7( 2-:.-)%8%
4-2-'9%65'%[-14-1+%,'( /=<.(>( 2'/'%+% 26/7'1%25=%'%,9/1A-7-1+%%% 47:&%
2.-'/.1%3-7/67%,'%, 9/%'/ 2( %*+,)/ /')/;-1%%)% 67-/=7(*:.(1% .5. .%7':()1%
!26U/7=2NLNL#G1/;-2'./3-7/67%,'%,1(2/8-1%9537(*)%81%%14:2'7%%*(.%2,'
/' .5*3/;1/2''( *( 9/3:1%9(+%, . 37-;( %)% '1Eнетуъркинг 9('/ 2'/?1/2'1/
67-4)/;-1%- 9/-'/ 953 1(2'/,>%, 3/3-1' 2- /9(*.( 1-4/2'('581/ -A-9'%.1/ .5.
.%7':()1(27-4(f8(9.(1%,'(1(-926-7'%'-2(A%*%8-29%'-25=%'%,4(2-*(.571('.
67-4-A%1%7(1% A/73('% % 67% *(2%)-1% 3-79% *( =-*/6(21/2' 1( :8(2'1%+%'- 1/
4/'/&(.(%*2)-4.(1-'/%(1()%*(1(/6%'(1(3-;4:1(7/41%4%&%'()1%26-+%()%2'%>-
4(.( /21/.( .57<: 9/,'/ =54->%'- 9/3:1%9('/7% 4( 7(*.%.(' :3-1%,'( 2% *( 4(
25*4(.('25=%'%,.6/)*(1(9)%-1'(
}-**1(8-1%-9(95.'%625=%'%-'7,=.(4(=54-6)(1%7(1/K1-*(.%2%3/4()%9/1&7-2
9/1A-7-1+%, %)% 47:&/ { 9/3:1%9(+%/11%,' 3-1%4;57 %)% (&-1+%,'( 2)-4.( 4(
2A/73%7( -926-7'-1 -9%6 % 2 1-&/./ 254-?2'.%- 4( %*=-7- 6/4</4,>( '-<1/)/&%, *(
:26-B1/'/3:/25>-2'.,.(1- 9/,'/4(6/*./),.(4/=7/ 9(8-2'./ 1(9(7'%1('(%
*.:9( % 25457;(1%- 9/-'/ - %4-()1/ 25/=7(*-1/ 2 +-)-.('( &7:6( g9%65' 6/
/25>-2'.,.(1-'/ 1( -41/ 6/4/=1/ 3-7/67%,'%- .9)08.( 2)-41%'- 26-+%()%2'%
67/-9'-1759/./4%'-)4/2'(.8%+% 1('-<1/)/&%% H[ 6/4475;9( *.:9/. %1;-1-7
9/1'7/) 1( 6/2)-4/.('-)1/2''( 3-1%4;57 67/4:9+%, /'&/./71%9 6/ *(>%'( 1(
4(11%'-
7
Заключение
$1-2 8)-1/.-'- 1( /=>-2'./'/ % 9/3:1%9('/7%'- 2- 2=)529.(' 2 /&7/31%
%1A/73(+%/11% 6/'/+% 9/%'/ 4/2'%&(' 4/ 1(2 6/ =-*=7/? 9(1()% 2 +-) 4(
'7(12A/73%7('1(B%, 3%7/&)-4 F7%'%8-13/3-1'*( )%4-7%'- /'9/3:1%9(+%/11%,
2-9'/72-/9(*.( :3-)/'/ :2./,.(1-'/1(1/.%'- '-<1/)/&%% 25*4(4-1%4(67/3-1,'
.75*9%'-1%2=%*1-2(67(.%'-)2'./'/9)%-1'%9)%-1'%%&7(;4(1%!bc r 
 NLR`# G(?95) ~-73(1 4%7-9'/7 nG-;4:1(7/4-1 hi % 9/76/7('%.1%
9/3:1%9(+%%V . •/=57' ~(A 9(*.( nG%2), 8- 1(?K.(;1%,' %36-7('%. - 4( 2-
A/73:)%7(9/1+-6+%,'(*(.1-47,.(1-1( ".-'%81(67/*7(81(%2567%8(2'1(27-4(
•-&:)('/7%'- 1- 3/&(' 4( =54(' . 97(9 2 '-<1/)/&%,'( '(9( 8- 7(*7(=/'8%+%'- 2(
1('/.(7-1%4(=54('8-2'1%%2567%8(2'1%9531:;4%'-1(97(?1%'-6/'7-=%'-)%67%
25*4(.(1-'/ 1( '-<1/)/&%,'( €9/ 67/*7(81/2''( - .(B('( C-.-71( *.-*4( '/&(.(
3%2), 8- =54->-'/ - 1-.-7/,'1/ 2.-')/V [5? 9('/ %12'7:3-1'%'- *( %*9:2'.-1
%1'-)-9' 2- :31/;(.(' % 9(1()%'- 2- 7(*B%7,.(' 9/3:1%9(+%/11%'- 3-1%4;57%
9/%'/7(*=%7(' 67%)/;-1%-'/%3 >- =54(' 2'569( 1(67-4 [/.( >- %3 6/3/&1- 4(
67/2)-4,.('(1()%*%7('% 4/7% 67-429(*.(''-14-1+%%'-. 6/2'/,11/ 67/3-1,>(2-
2%':(+%,
Библиография
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communication management: a cross-national study on adoption and knowledge, impact,
challenges and risks •  Z  J7-46-8('1( .-72%,
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