THE ROLE OF NEW MEDIA IN CORPORATE COMMUNICATION
New Media and Corporate Communication: New media is a broad term in media studies that emerged in the latter
part of the 20th century. New media holds out a possibility of on demand access
to content anytime, anywhere, on any digital device, as well as interactive
user feedback, creative participation and community formation around the media
content. The rise of new media has increased communication between people all
over the world and the Internet. It has allowed people to express themselves
through blogs, websites, pictures, and other user-generated media.
Choices they won’t rely on the company.
Communication becomes a more important factor
for the success of a company communication models. The objective of corporate communication is
to achieve a corporate brand, a reputation or image of the company in order to
build trust, to be attractive for potential employees and to generate value for
investors. New media helps in establishing corporate brand and builds positive
image within the most important target groups.
Unless a company offers special web possible any more.
Content that sets the record
straight.
In this manner, crisis situation can be
minimized. Corporate communication is a total communication activity generated
by a company, body, and institute to its public in order to achieve its planned
objectives. Internal Corporate communication: employees, stake Holders’
External Corporate communication: agencies, channel partner, media, government,
industry bodies, educational institutes and general public. Corporate
communication includes advertising, marketing communication, marketing and
public relation, but they all function under a managed perspective.
Corporate communication plays a
major role in creating and maintaining the business image of any corporate
entity.
It is an effective strategy to communicate the
brand value and reputation to its customers, stakeholders and the target
audience. Many reasons mark the importance of corporate communication in
today’s business world. To Advertise New Products & Services Regular means of
communication will help in easy reach of new products and services to the
consumers.
Company’s reputation.
Helps corporate communicators prepare for
events such as chemical spills, violence in the workplace, an accidental death
on the job, layoff announcements and allegations of company wrongdoing. They
often work with staff throughout their organizations to develop crisis
communication plans before disaster strikes.
Crisis may require communications staff to work with attorneys, government
regulators, political officials, emergency response personnel and
communications staff from other companies when developing crisis messages.
Corporate communicators may facilitate focus
groups to learn what issues matter most too front-line employees. They advise
senior leaders on how to improve relationships with their staff and gain
support for their initiatives.
Crisis may require communications staff to
work with attorneys, government regulators, political officials, emergency
response personnel and communications staff from other companies when
developing crisis messages.
Employee Communications In
addition to conveying a company’s messages to external audiences, corporate
communicators may also be called on to function as employee communications
managers, which includes designing printed publications and writing emails to
announce company news, benefits information and training opportunities.
Corporate communicators may facilitate focus groups to learn what issues matter
most too front-line employees.
BY
JOHN CAFRENE, BAPRM 42567.
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