po polsku
illustration: Bing AIOver the last 25 years, communication has undergone a true revolution, driven by the development of broadband Internet and mobile telephony. According to the report "(R)evolution in Business Communication: 25 Years of Change," prepared by SW Research for ITBC Communication, these two factors have significantly altered how companies connect with customers and partners. Internet access has made information transfer instantaneous, while mobile telephony has made communication an indispensable part of daily life.
– "Thanks to technological advancements, companies can quickly respond to customer needs. This approach has become the new standard in many industries," emphasizes Beata Lewandowska, CEO of ITBC Communication, as quoted by Newseria. –. As much as 75% of survey respondents believe that quick brand response to customer needs is essential today. For instance, in e-commerce, companies can offer products to customers even before they finish their searches, thanks to data analysis and instant communication.
Strategies for Crisis Resilience
The report indicates that communication strategies not only support a company’s image but also enhance its resilience during crises. 68% of respondents believe that proper planning in this area helps companies better handle economic downturns. A notable example is brands’ actions during the COVID-19 pandemic, where swift and thoughtful messaging helped maintain customer trust despite market uncertainties.
Findings from the report highlight that communication strategies should align with a company’s long-term goals. In industries such as technology and pharmaceuticals, consistent messaging builds brand credibility and minimizes the risk of losing trust in challenging times.
The Impact of Technology and Communication Strategies on Modern Business
| Area | Percentage of Responses |
|---|---|
| Quick response to customer needs | 75% |
| Communication strategy as crisis protection | 68% |
| Creativity and strategic thinking in PR | 82% |
| Process transformation through mobile telephony | 48% |
Creativity as a Foundation
Despite rapid technological progress, respondents emphasize the importance of human skills in communication processes. A significant 82% believe that creativity and strategic thinking are essential traits for PR and marketing specialists that cannot be fully automated.
For example, in the advertising industry, automated algorithms generate content, but it is humans who decide what emotions campaigns should evoke. Creativity also plays a role during crises - a well-crafted message can not only reassure customers but also rebuild their trust. Beata Lewandowska notes: "Technology facilitates operations, but the foundation of communication remains the values that build human relationships."
The study "(R)evolution in Business Communication: 25 Years of Change" also highlights that mobile telephony has significantly transformed processes within companies. 48% of respondents recognize that access to mobile technology has revolutionized both customer interactions and internal work organization. For instance, team management applications maintain work efficiency regardless of employee location.
COMMERCIAL BREAK
New articles in section Media industry
Yellow Badge. Jan Bluz's documentary on political prisoners in Belarus
BARD
Imagine writing three posts on a social networking site. For a few clicks on a keyboard, you get three years in a penal colony. Sounds like a grim joke? For political prisoners in Belarus, this is the reality that Jan Bluz shows in the documentary "Yellow Badge", produced with the support of the Pulitzer Center.
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
The print media market 2025. Three global trends
Krzysztof Fiedorek
The market value is 359.53 billion dollars, yet the erosion is visible to the naked eye. The decline for newspapers will amount to -2.3 percent. Despite this, print retains strength: it generates 76 percent of subscription revenues and enjoys 82 percent consumer trust. The future of the industry is defined by hybrid strategies and niche specialization.
See articles on a similar topic:
Energy under attack. Disinformation threatens Poland’s power transition
KFi
One in five online messages about energy may be fake. Between 2022 and 2025 nearly 70,000 publications warning and condemning disinformation in this strategic sector were recorded in Polish media. They generated a reach of 1.19 billion impressions.
Influencers and social video rule information. Digital News Report 2025
Krzysztof Fiedorek
Seconds of vertical clips set the future of news. TikTok, YouTube and an army of influencers pull viewers away from TV sets and newspaper pages. Whoever masters this new pulse seizes not only attention but also control of the story.
Disinformation 2024. Major Threats According to the Global Risk Report
KrzysztoF
In 2024, the world will face several global threats, including disinformation, climate change, and armed conflicts. These three challenges will have a significant impact on the economy, society, and the environment. These findings come from the "Global Risks Report" by the World Economic Forum.
Models of Journalistic Organizations
Zenon Kuczera
An overview, operational principles, and characteristics of journalistic organizations operating in Belgium, Canada, Switzerland, and the United States.
