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The chapter presents a senior management view on the role of new and technologically advanced tools, such as social media in internal communications.

We conducted 23 in-depth interviews with senior managers of large- and medium-sized companies in Slovenia.

The results obtained in the research confirmed that the senior management possess a strong awareness of the importance of internal communications in managing their organizations. Moreover, many top managers even pointed out that internal communications play a crucial role, and add value to the business performance through more motivated employees and that social media in the context of internal communications are vivid and growing in importance.

The study provides a starting point for further research in this area. However, the core policy recommendation would mainly be focused on internal communication experts, who must no longer underestimate the urgency of developing communication programs that help employees and senior management start working with social media successfully.

The research presents a new — senior management view on the role of social media in internal communications.

Global mass communications and advances in new information and telecommunication technology present a new challenge to the traditional way of conducting international relations. While the mode of conducting diplomacy is changing, diplomats are forced to communicate with many new actors in the international stage through new means of communication. The chapter overviews the existing digital diplomacy research reports. Against this backdrop it presents the outcomes of a 2017–2018 study of communication strategies employed by six countries of the Western Balkans, including Albania, Bosnia and Herzegovina, Kosovo, Macedonia, Montenegro, and Serbia. The findings of the study give a first-hand data from the practical point of view on how, which, and to which extent digital tools are utilized as a tool of digital tools are utilized as a tool of digital diplomacy by the official communicators of ministries of foreign affairs (MFA) in the researched region.

Export support is one of the measures countries prefer to use to boost export activities and, consequently, economic growth. However, because the direct outputs are unclear, export support results are often questioned. The current economic crisis raises these questions again. The effects of export support are very difficult to measure, since numerous factors can distort them. We therefore suggest focussing on the performance of this kind of support; in the following chapter, the methodology (export support performance [ESP]) for its measurement is presented.