Еволюция в комуникациите

164 W e call 2021 the year of the ‘new normal’, of the ‘challenges’ and by many other names – probably none of these will remain in history. Surely, 2021 is the year, which was focused on the power of communications and their evolution. It narrowed our social lives to the space in front of the screen, large gatherings were reduced to people in one room, and public events were accompanied by requested proof of safety and suspicion of our presence. At the same time, on a global scale, people’s expectations and requirements towards businesses and governments for larger engagement increased, which led to change in the communication and behaviour of brands – and this is evident from the research of Edelman ‘Trust Barometer’, ‘Future of Corporate Communications’, in Harvard Business Review, etc. The continuing global crisis showed extreme need for quality communications which have the power to unite. Their role is changing forever and explicitly places communication specialists as part of the strategic management of business, as well as of society. The activities in this field themselves were also transformed, as crisis management, reputation management, relations with interested parties and communications of the change, being on the agenda of professionals in the field. This is found in the newly introduced categories in many of the awards of the communication community – ‘Positive change’ of Effie Bulgaria for commercial brands and companies, which encourage the better through marketing communications: ‘Real Time’ for campaigns, which react to a significant for the society event in real time and ‘Brand Activism’ of IAB Bulgaria, ‘Communications of changes’ of BPRA, etc. The changed requirements of people to business – including for occupying an active position and solving social and even health ЕВОЛЮЦИЯ В КОМУНИКАЦИИТЕ Елена Матеева, изпълнителен директор на БДВО Н аричаме 2021-ва годината на „новото нормално“, на „предизвикателствата“ и с още много наименования – и вероятно нито едно от тях няма да е това, с което тя ще остане в историята. Със сигурност 2021-ва е годината, която освети силата на комуникациите и тяхната еволюция. Смали социалния ни живот до пространството пред екрана, големите събирания се сведоха до хората в една стая, а публичните мероприятия са съпроводени с доказателства за безопасност и EVOLUTION IN COMMUNICATIONS Elena Mateeva , Executive Director of the Bulgarian Public Relations Association (BPRA) 164