Corporate Communication & The New Media

        The advent of the Internet and its other components may be changing the definition, meaning, understanding and practice of PR because cyberspace is not physical, geometric or geographic. Time and space no longer limit the amount of information and audience size. PR audience is becoming more diverse in an increasingly integrated global economy, with the attendant barriers.

        Among others, Internet is enhancing interactivity, PR feedback and evaluation, and virtual story telling. It is extending PR outreach programs. The new medium is providing enhanced information delivery systems, not available just a few years ago.

        A new societal communication culture has emerged because the new information technology is providing all with easy access to vehicles of mass communication, which historically belonged to just few institutions. This contemporary social reality discourages PR practitioners to adopt the one-way communication model.

        The new medium is fostering transitional relationship, and easy access to information and forum to critique, criticize or condemn an institution.

        The modern information technology is creating a new corporate communication landscape. It is affecting communication channels, corporate audience identification, mode and methods of communication message content and form, and communication feedback. It is impacting shared meaning of message of message, information management and corporate identity. There is also the need to carefully investigate how corporations can now manage public issues, advocacy role and reaction to emerging and sustained crises.

        Internet provides the unique opportunity for alphabetic illiterates to acquire, digest, and understand a message through images, graphics, video, audio and other visual displays which the traditional media could not put together to affectively communicate.

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        Traditional media channels are no longer the only means by which large audience can be reached. CEO’s post video directly to YOUTUBE. Executives communicate directly to customers and other stakeholders through blogs

        These days it seems that every company or individual – is navigating the new communication landscape and experimenting with blogs, video and custom publishing. In this regard, we are all content producers.

        A key requirement for corporate communications in the new age is a centralized system for managing all activities, contacts, news, collateral, analyses, reports and communication. This provides essential information to shape and continuously ...

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