Business Communication and 25 Years of PR Evolution. ITBC Report

illustration: Bing AI

Over 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.