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

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. 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. 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. 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. 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. 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. 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.