Throughout history, all countries and nations of the world have probably experienced a transformation of society, norms and values through political and cultural changes. Such movements inevitably change the laws and rules, people in the country and working conditions and the economy. The companies often have more opportunities to act independently to lead more marketing, advertising and public relations on an international level and thus become economically interesting. The possible participation in the world market through imports and exports also changes the corporate and economic structures of the countries concerned. Especially in countries with extremely difficult or oppressive political circumstances, there is a high level of social and economic change after the change of government. One such country is Eastern European Romania, which today is one of the most interesting enlargement countries in the EU. (Bidder, B., 2017).
This is also confirmed by the growth figures from 2017 for the third quarter of the Central and Eastern European economy. Romania's economy grew by as much as 8 percentage points year-on-year, placing it in first place with the fastest growing economy in Europe and the highest growth in relative terms worldwide, outperforming China and India. (Bidder, B., 2017).
Table of Contents
1 Introduction
1.1 Approach and aim of the work
2 Corporate Communications
3 Historical and cultural background
3.1 Economic and media situation during Ceausescu
3.2 The Romanian social culture
4 Changes after the turn in year 1989
4.1 Changes in society
4.2 Changes in economic
4.3 Changes in corporate structures
5 Media an Communication after 1989
6 Corporate Communication today
6.1 Intern
6.2 Extern
7 Conclusion
Objectives and Topics
The primary aim of this work is to explain the structural transformations in corporate communications within Romania following the collapse of the communist regime under Nicolae Ceausescu, contextualized by significant social and cultural shifts in the nation.
- Historical evolution of the Romanian economic and cultural landscape.
- Impact of the 1989 political transition on society and industry.
- Restructuring of internal and external corporate communication channels.
- Cultural peculiarities affecting modern business relationships in Romania.
- Comparison of communication strategies before and after the democratic turnaround.
Excerpt from the Book
3.2 The Romanian social culture
The Romanians see themselves today, despite the many dominions of different peoples, as descendants of the Romans. The country name "Romania" contributes to the pride of their origin.
The roots of Romania are clearly Latin, which is also reflected in the mentality of the population. They are friendly, open, spirited, emotional, loud and sometimes chaotic. The family is always a central part of life and influences decisions and personal development into old age. Holidays and celebrations are also very important for the family-oriented Romanians and, of course, must also be integrated into everyday working life.
Furthermore, it is very important for the Romanians to cultivate social contacts. This also applies to working life, in which personal contact plays a major role. It can happen that meetings are mainly about private things and family, rather than about professional matters. This means, if one wants to be successful in business, adequate time and attention should be given to social contact and relationships. (Botta, M., Interview 2018).
This cultural background information is very important for companies as well as for their internal and external communication strategy.
Summary of Chapters
1 Introduction: Provides an overview of how societal and political changes affect national economies and establishes the research aim regarding Romania's communication transformation.
2 Corporate Communications: Defines the broad scope of corporate communications, distinguishing between internal and external target groups and management processes.
3 Historical and cultural background: Examines Romania's historical trajectory, focusing on the suppression during the Ceausescu era and the specific cultural traits that influence contemporary business interactions.
4 Changes after the turn in year 1989: Details the societal and economic shifts post-1989, including the challenges of transitioning from a planned to a market-oriented economy and subsequent restructuring.
5 Media an Communication after 1989: Analyzes the emergence of independent advertising and media channels after the fall of communism, hindered initially by a lack of infrastructure and expertise.
6 Corporate Communication today: Explores current practices in internal and external communication, emphasizing how cultural nuances and systematic planning shape modern Romanian business strategies.
7 Conclusion: Summarizes the current state of the young Romanian communications industry and highlights the need for strategic development in a competitive market.
Keywords
Corporate Communication, Romania, Ceausescu, 1989, Communism, Market Economy, Advertising, Internal Communication, External Communication, Cultural Mentality, Business Strategy, Privatization, Transformation, Social Culture, Public Relations.
Frequently Asked Questions
What is the core focus of this publication?
This work examines the evolution of corporate communication in Romania, specifically focusing on how the country transitioned from a state-controlled communist regime to a modern market economy.
What are the primary themes discussed?
Key themes include historical cultural development, the impact of the 1989 political change, the professionalization of media and advertising, and the cultural specificities of Romanian business life.
What is the main research objective?
The goal is to identify how company structures and communication tools have been restructured in Romania to align with Western standards after the fall of Nicolae Ceausescu.
Which scientific approach is utilized?
The paper utilizes historical analysis, secondary literature review, and qualitative empirical insights gathered from an interview with a Transylvanian entrepreneur.
What is covered in the main body of the work?
The main body covers the theoretical definition of corporate communication, the historical context of Romania under communism, the socio-economic transitions post-1989, and current practices in both internal and external communication.
Which keywords best describe the paper?
The most descriptive keywords include Corporate Communication, Romania, 1989, Market Economy, Cultural Mentality, and Business Transformation.
How does the Roman heritage influence current business practices?
The author highlights that the Latin roots of the Romanian population translate into a culture that prioritizes strong personal and social relationships, which must be integrated into professional communication strategies.
Why was advertising initially non-existent in Romania?
Under the communist regime, advertising was centrally controlled for state propaganda; thus, independent advertising agencies and the infrastructure for commercial marketing simply did not exist.
What role does the "Securitate" play in the historical context?
The Securitate is mentioned as part of the oppressive apparatus that ensured all media and company communications were under strict government command, leaving no room for independent enterprise.
How do modern Romanian companies approach the "AIDA" rule?
Today, Romanian companies increasingly utilize the AIDA model (Attention, Interest, Desire, Action) to effectively manage their marketing and communications, a shift from the state-controlled communication models of the past.
- Quote paper
- Adam Liskar (Author), 2018, Corporate Communication in Romania after the change in social culture since Ceasusescu, Munich, GRIN Verlag, https://www.grin.com/document/503751
