Abstract
The aim of this article is to analyse the changing role of communication within management of an organisation and its goals. The communication is increasingly relevant due to rising communication channels and communicators, so the stakeholder approach is becoming more suitable than Grunig´s excellence theory.
The one-way communication and dissemination of news via traditional ways and tools of public relations is becoming less efficient and the term PR itself is disputed. However, the role of communication within the companies is becoming more important and it is shifting from advisory to executive influence.
Within the management, the traditional directive and top-down model of leadership is being changed towards more conversational process that starts within the company. This article summarises the trends in communication and gives clear managerial implications on how to redirect the communication from one-way to more dynamic process, which enables more flexible communication in the era of digital evolution, when the communication power of stakeholders is rising.