Research Information System
in: Entrepreneneurial and Communicative Mind in Action , Pedja Asanin Gole, Editor, Pearson Education , London, pp.16-26, 2021
This chapter focuses on the useful strategies entrepreneurs are supposed to
adapt to be able to develop and sustain effective communication with their publics. In
the entrepreneurial ecosystem, communication with the key stakeholders may be paid
insufficient attention due to the fact that entrepreneurs set up small startups where
basically everybody knows each other and supposedly there is no need to plan and
implement strategic communication. However, the main goal many startups aim to
achieve is to go through the death valley and become as successful as possible to be
able to have investment and succeed as a big business. An effective, solution-based,
and two-way symmetrical communication process is one of the key terms for
entrepreneurs to achieve every startup’s dream and this chapter aims to explain and
analyze how it is possible to establish and sustain a productive communication process
for newly-established businesses. First, the communication strategies to consider are
listed and then key terms to focus on, such as resource procurement, internal and
external communication, corporate branding, and owner centricity, are mentioned. The
use of social media is clarified next within the scope of communication strategies startups should adapt.