The assumptions supporting most mainstream corporate communication strategies have been undergoing major transformations in recent years but organizations have kept communicating in much the same fashion as they always did. With the only difference that what they used to do in print, TV or radio, they now do it on the Internet. Communicating like companies used to do in the “mass-media” age, is very costly, both in terms of money and time. Not only. None of the key advantages and unique traits of the new media landscape from the web to social networks, are leveraged in an effective, strategic fashion, but are rather used as “add-ons” to traditional, well established approaches. To make corporate communications effective and economically sustainable in the near future, companies need to: a) better understand the changes that have taken place and b) openly embrace a new way of communicating and sharing information with their customers. The goal of this presentation is one of highlighting seven key major transformative changes that companies need to be riding to remain effective and sustainable in the near future, while providing as many inspiring examples and tips on how to best leverage them. The sustainable path is one of gradually abandoning the “broadcast” station approach and moving toward becoming a “trusted point of reference” for all of your present and future customers.