WashingtonD-IndustryTrendsTemplate

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Feb 20, 2024

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1 Industry Trends University of Maryland Global Campus DCL 600: Decisive Thinking, Communicating, and Leading Prof. William Denny Oct 16, 2020

2 Industry Trends Findings My industry of study is the Strategic Communication industry and what it focuses on is managing and guiding brands and organizations in decision making and setting up new policy for and between organizations to aid it’s industry in fulfilling its mission. Based on my research, the three top trends within the strategic communication industry would be brand transparency, political affiliation, and artificial intelligence (Hanna Park, & Eyun-Jung Ki., 2017). My questions relates to the brand transparency trend and it is, how much of an impact does brand transparency have over brand truth, and what are the policies or implementations someone from the strategic communication industry put in place to carry out the vision within this trend? Top Trends of the Strategic Communication Industry Important Emerging issue in Brand Transparency Conclusion

3 References Cambier, F., & Poncin, I. (2020). Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context. Journal of Business Research, 109 , 260–270. https://doi-org.ezproxy.umgc.edu/10.1016/j.jbusres.2019.11.060 Park, H., & Ki, E. (2017). Current trends in advertising, public relations, integrated marketing communication and strategic communication education. Public Relations Journal . Jung, J., & Mittal, V. (2020). Political identity and the consumer journey: A research review. Journal of Retailing, 96 (1), 55–73. https://doi-org.ezproxy.umgc.edu/10.1016/j.jretai.2019.09.003 Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58 (3), 263–267. https://doi-org.ezproxy.umgc.edu/10.2501/JAR- 2018-035

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