ItsOpen Report - Digital Media and the Future of Corporate Reputation

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This report, written by Dr. Andrew Currah, examines the impact of digital media on corporate reputation and outlines a satellite model for how to organise a digital era corporate media team.

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  • ItsOpen Report - Digital Media and the Future of Corporate Reputation

    1. 1. ItsOpen REPORTDIGITAL MEDIAAND THE FUTUREOF CORPORATEREPUTATION
    2. 2. aim of the report based on extensive market research and over 30 interviews explores the current digital media landscape and traces the implications for communications and corporate reputation recommends a ‘satellite’ model of digital communications
    3. 3. the digital media landscape sharing of content is now integral to the web and the latest devices ‘social’ appears to be going the way of ‘web 2.0’ as a distinct term advances in connectivity and user interface = sharing more content digital sharing is akin to a ‘gift economy’
    4. 4. impacts on news publishing social technologies are now vital to the gathering and distribution of news publishers are beginning to remove social media editors experimenting with new forms of visual storytelling the commercial outlook is brightest for publishers of specialist news
    5. 5. a renaissance in communications speed of digital sharing poses a threat to reputation but crucially also presents an opportunity to deepen and extend the core capabilities of communications teams requires that communicators engage with new audiences, via new channels
    6. 6. a cultural shift the overall trend points towards greater openness the key to successful digital communications is argued to be an executive culture that is more curious, open, humble and participatory
    7. 7. recasting communications the digital media landscape enablers rather than controllers of information flows participate in the web’s gift economies giving access to data, being proactive, changes perceptions ‘Absolute transparency is the best antidote to a digital crisis’
    8. 8. managing digital communications two critical elements of a successful digital communications structure: 1. mechanisms to collect and organise information from the frontline 2. mechanisms to monitor and engage with news and comment
    9. 9. building a satellite model
    10. 10. communications as a digital hub we argue that it is more scalable and cost-efficient for communications to adopt the function of an ‘enabling hub’
    11. 11. realtime media monitoring digital media enables a realtime view of corporate reputation
    12. 12. conclusions opening to the potential of digital media means taking a leap of faith in many cases, companies already have the skills and experience to digitally enrich their reputations; it is simply a case of re-organising and re-tooling

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