Communicative strategies in business discourse (based on the case of Apple and Microsoft companies)

Abstract

Effective communication strategies are crucial to any organization’s success. This article examines the communication strategies used by two influential IT companies, Apple and Microsoft, in the context of business discourse. Both companies prioritize clear and concise language, visual communication, emotional connection, transparency, and collaboration in their communication. They use these strategies to build their brands, establish trust, and promote cooperation. However, when it comes to crisis communication, Apple remains silent, while Microsoft takes a proactive approach. By analyzing the companies’ strategies, this article highlights the importance of effective communication and demonstrates how it can contribute to an organization’s success