Podrobný výpis o publikaci

Corporate Communication is an important part of banking marketing. For this reason it is necessary to competently control all communications. The aim of this study is, therefore, to provide a theoretical analysis of potential risks and practical recommendation of how to eliminate problems in Corporate Communication in the banking sector. The work is methodologically approached not only by analysis of current theories, but also by monitoring the risks of Corporate Communication and application of appropriate audit techniques. The findings presented for the first time in the paper include the results of the analysis of the communication process which reveal the risks in areas associated with encoding, transmission and decoding of information. Furthermore, findings concerning strategic parts of Corporate Communication, the dilemma of uniformity of communication used and the deficiency in modern communication channels are also summarized. Finally, we also included the proposed recommendations which include a formalized base to eliminate shortcomings in the surveyed environment. In conclusion we can state that responsibly applied audit techniques serve as operative tools for continuous management of Corporate Communication as well as the entire reputation of banks and related processes.