The ways companies communicate with their stakeholders have moved from a traditional message, which is usually promoted offline, to a much more creative message spread between different types of media and environments. Advertising (ads) is no longer the main tool in the hands of companies to communicate with consumers. A mix between traditional and new media becomes the key to a successful communication plan.

中文翻译：

---

利益相关者之间的创造性交流和互动

公司与其利益相关者沟通的方式已经从通常在线下推广的传统信息转变为在不同类型的媒体和环境之间传播的更具创造性的信息。广告（ads）不再是企业与消费者沟通的主要工具。传统媒体与新媒体的结合成为成功传播计划的关键。