Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
New Media and Corporate Communication
New media is a broad term in media studies that emerged in the latter part of the
20...
choices they won’t rely on the company. Therefore communication becomes a
more important factor for the success of a compa...
content that sets the record straight. In this manner, crisis situation can be
minimized.
Corporate communication
Corporat...
Corporate communication plays a major role in creating and maintaining the
business image of any corporate entity. It is a...
company’s reputation. They help leaders prepare for media interviews, develop
messages to deliver to investors and employe...
crisis may require communications staff to work with attorneys, government
regulators, political officials, emergency resp...
crisis may require communications staff to work with attorneys, government
regulators, political officials, emergency resp...
Upcoming SlideShare
Loading in …5
×

Role of new media in corporate communication

5,935 views

Published on

New media, role of new media, corporate communication, new media and corporate communication, role of new media in corporate communication

Published in: Education

Role of new media in corporate communication

  1. 1. 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 content. Another important promise of new media is the "democratization" of the creation, publishing, distribution and consumption of media content. What distinguishes new media from traditional media is the digitizing of content into bits. There is also a dynamic aspect of content production which can be done in real time. New Media is a 21st Century catchall term used to define all that is related to the internet and the interplay between technology, images and sound. In fact, the definition of new media changes daily, and will continue to do so. New media evolves and morphs continuously. What it will be tomorrow is virtually unpredictable for most of us, but we do know that it will continue to evolve in fast and furious ways. Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, and interactive.[1] Some examples may be the Internet, websites, computer multimedia, video games, augmented reality, CD-ROMS, and DVDs. New media has had a profound effect on three of the most essential categories of society in the twenty-first century: economics politics, and the exchange of ideas. 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. Today’s predominant problem is no longer the production of goods and services, but their communication. The logic behind these approaches is: If the target groups of companies don’t know both, the products and the companies behind the products, they might not want to buy those products. If they don’t know the (corporate) brand which is today predominant for buyers
  2. 2. choices they won’t rely on the company. Therefore communication becomes a more important factor for the success of a company. In the past years many companies created their own web site to serve as a communication platform with their target groups. 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. New media helps in establishing corporate brand and builds an 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. • 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. • The most advanced feature new media offer is the possibility for interaction and dialogue over time and distance between physically separated customers, stalk holders, buyers, investors, sponsors etc. • New media provides the possibility for users of the corporate web site to immediately interact with corporate communication by giving direct feedback. • New media can serve as an excellent platform to create partnership for sharing best practices, methods and message for crises. 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
  3. 3. content that sets the record straight. In this manner, crisis situation can be minimized. Corporate communication 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, stalk 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 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 stalkholders (internal and external) started demanding more and more information from company. So company started to look at communication as being more than just PR. Forms of corporate communication Internal communication: Regular meeting with employees Keep employees interested and satisfied Examples: newsletters, fun at work initiatives, get-togethers etc. Keep employees invested in the companys way of thinking and operating Employees are part of the company so that they identify the company’s success with their own. Importance of corporate communication
  4. 4. 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. 1. To have a Better Rapport Rapport building is the key motive of any corporate communication strategy; this can be internal and external, as well. When there is a constant rapport with employees and customers, the business image of the company will also get higher. It is for this reason many big companies like coco cola and IBM follow effective corporate communication strategies. 2. To Highlight the Performance Nothing other than frequent communication like newsletters and posters can effectively highlight the performances of the company. This will again have a positive impact on the business image of the company. 3. To Advertise New Products & Services Regular means of communication will help in easy reach of new products and services to the consumers. So, corporate communication becomes highly essential for advertising new products and services of the company. Be it new product launch, news update or any other message; it promotes the business image of the company when it is communicated via proper channel. Many organizations carry out social activities in the interest of public and also to emphasize its brand presence. Well run organisations that fail to recognise the importance of corporate communication are like the proverbial mousetrap in the middle of a wood. This is true not only of sales and marketing but of good corporate governance, and regularly communicating with stakeholders (of which customers are key, of course) helps keep all relationships open and healthy. Functions of a Corporate Communication Corporate communications departments play a key role in how investors, employees and the general public perceive a company. They often report directly to a company’s chief executive officer and serve as advisers in managing a
  5. 5. company’s reputation. They help leaders prepare for media interviews, develop messages to deliver to investors and employees and suggest new initiatives to keep companies on the cutting edge of communication with their stakeholders. Media Relations This may be the function for which corporate communication managers are best known. Media relations work includes writing and distributing news releases and responding to media inquiries. Corporate communicators oversee all planning for news conferences, including selecting the site for an event, arranging for banners and other graphics to be displayed at the event, preparing packets of information to distribute to the media and preparing executives to speak at news conferences. Media relations also involves arranging for spokespersons to appear on local television and radio programs. Corporate communicators monitor newspapers, television news broadcasts and other outlets to see what the media is saying about the company and to devise strategies to address misinformation. Public Relations Building relationships with customers and responding to inquiries from the public fall under the public relations function of corporate communications. Duties in this area include producing newsletters, brochures and other printed materials designed for the general public. Corporate communicators also manage a company’s website and social media presence, which includes monitoring what customers and clients are saying about the company on social networking websites and responding to inaccurate posts or requests for information. Communication professionals may respond directly to calls and emails from citizens and customers with questions about a company’s plans or activities. They arrange for speakers from the company to make presentations to local community groups and may facilitate group tours of a company’s operations. Crisis Communication When an event occurs that threatens public safety or a company’s reputation, corporate communicators function as advisers to CEOs and senior leaders in managing the crisis. Special training in the issues unique to crisis communication 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. A
  6. 6. 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 to front-line employees. They advise senior leaders on how to improve relationships with their staff and gain support for their initiatives. The corporate communications staff may also manage a company’s Intranet and internal blogs.
  7. 7. 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 to front-line employees. They advise senior leaders on how to improve relationships with their staff and gain support for their initiatives. The corporate communications staff may also manage a company’s Intranet and internal blogs.

×