VALENCES OF FINANCIAL COMMUNICATION IN A GLOBALIZED COMPETITIVE ENVIRONMENT

Financial communication under the impact of market globalization is meant to ensure a constant flow of information, resulted in a dialogue of knowledge between issuers and actual and potential investors. Financial communication aims to increase awareness and credibility of the entity, to promote their global image in order to maintain the current investors as well as attract new investors. Financial communication seems to be a field of competitive confrontation in a globalized environment through which investors and other beneficiaries of financial information are connected to the realities of a market that is permanently changing. Under the impact of markets' globalization, financial communication gained homogeneity and took a form that is internationally standardized for financial reports, financial audit and assessments of movable and immovable property and financial products, while the rating agencies, though have not adopted international standards, succeed in providing consistent ratings. Ethical connotations of financial communication are proving really important in a globalized competitive environment in which cultural, historical, legal, religious or life quality related differences can sometimes seem insurmountable. These aspects are very important when we assess the effects of financial communication in terms of effectiveness, efficiency and economics of them