Atresmedia: a success story in the adaptation of corporate communication in the digital era
DOI:
https://doi.org/10.31637/epsir-2024-1137Keywords:
communication, corporate communication, global communication, atresmedia, media, social responsability, leadership, corporate imageAbstract
Introduction: In a dynamic and constantly changing context, corporate communication has become an essential tool for companies. Atresmedia, a leading media group in Spain, has adopted a proactive strategy to adapt to this reality, achieving a prominent position in its sector. This study explores the evolution of its corporate communication as a benchmark of adaptation and strategy in today’s media environment. Methodology: The study uses a combination of document review, interviews with executives, and participant observation. Through these methods, the practices and values underpinning Atresmedia’s communication strategy were analyzed, as well as its implementation across various channels and its relationship with its audiences. Results: Atresmedia has developed a solid and adaptable corporate communication strategy, grounded in values such as transparency and social responsibility. The company has implemented an omnichannel approach to reach its audiences and produce high-quality content, fostering ongoing dialogue with its publics. Additionally, its social commitment is reflected in concrete actions that strengthen its image and reputation. Discussion: Atresmedia’s communication strategy demonstrates how a media company can position itself as a leader in its sector through proactive and adaptive practices. The combination of strong values and an omnichannel approach has enabled the company to maintain relevance and strengthen its relationship with various audiences in an increasingly digitalized and socially evolving context. Conclusions: Atresmedia’s experience highlights the importance of well-structured corporate communication based on transparency, social responsibility, and adaptability. This strategy has not only allowed the company to consolidate its position as a sector leader but also to strengthen its brand image in the digital age, proving that effective corporate communication is a key pillar for business success in today’s environment.
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