NEW MEDIA AND CORPORATE COMMUNICATION.

 NEW MEDIA AND CORPORATE COMMUNICATION

Role of new media in corporate communication 

           

            Introduction

New Media and Corporate Communication New media is a broad term in media studies that emerged in the latter part of the 20th century. For example, 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 contents.

1. Corporate communication and new media. 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. The internet is changing business models, value chains and distribution systems. Additionally, the internet increases the value of communication in the so called ‘economy of attention’, regarding the difficulty for corporations to reach their target group’s windows of attention.
2. Corporate web sites are used for online communication with various target groups of a company. They are usually structured according to certain business and 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.
3. New media helps in establishing corporate brand and builds a positive image within the most important target groups. • Unless a company offers special web sites (extranets) for investor, analyst and media relations (which actually very few do), the information published on a corporate web site is accessible to all users. In that case a clear distinction between target groups and gatekeepers is not possible any more. •
4. New media helps in establishing employee communication with the help of intranet, because this kind of communication is generated for internal use only and should not be published for general public access. Internal communication is therefore generally published in intranet web sites which cannot be accessed without authentication.
5. New media play an important role in crisis management. New media provides a unique and efficient way of crisis communication to defend an organization’s brand reputation. For example, if a blog is speaking negatively about an organization or spreading false information, crisis communication can respond by posting counter remarks or linking to other blogs and online

6.       7. Corporate communication includes advertising, marketing communication, marketing and public    relation, but they all function under a managed perspective. Corporate communication is managing an organization’s internal and external communication. Until 1970s the term PR was used to describe the communication with stalk holders. The function largely consisted of communication with press; other stallholders (internal and external) started demanding more and more information from company.

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 8. 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.

By Mkula Dennis ( BAPRM 42619)

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