Corporate Communication introduction

Corporate Communication introduction

Corporate communications is the strategic management process by which an organization communicates with its various audiences to the mutual benefits of both and to its improved competitive advantage.

An important characteristic of the corporate communication is that it focuses on the organization as a whole and on the important task of how an organization presents itself to all its key stakeholders, both internal and external.

Corporate communication, in other words, can be characterized as a management function that is responsible for overseeing and coordinating the work done by communication practitioners in different specialist disciplines, such as media relations, public affairs and internal communication.

Corporate communication is a management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent.

Digital age

Digital age; it is regarded as a time in which information has become a commodity that is quickly and widely disseminated and easily available especially through the use of computer technology. In corporate communication the digital age helps corporate communicator personnel to communicate directly with its internal stakeholders and its external stake holders.

Internet in digital age and corporate communication

The Internet is a network of networks. It is a global set of connections of computers that enables the exchange of data, news and opinion. Aside from being a communications medium, the Internet has become a platform for new ways of doing business, a better way for governments to deliver public services and an enabler of lifelong learning.

Unlike the telephone, radio or television, the Internet is a many-to-many communication medium. John Gage argues that; the Internet is not a thing, a place, a single technology, or a mode of governance: it is an agreement. In the language of those who build it, it is a protocol, a way of behaving. What is startling the world is the dramatic spread of this agreement, sweeping across all areas of commerce, communications, governance that rely on the exchange of symbols.

The Internet can be likened to designer clay; its use is limited only by the imagination and skill of the designer. This unique characteristic is due to the fact that the Internet is designed using the end-to-end principle. That is, the intelligence in the network is at the ends, and the main task of the network is to transmit data efficiently and flexibly between these ends

The Internet as an innovation communication has made the transformation to the digital age possible. As Christopher Coward notes, because of end-to-end, the Internet acts as a force for individual empowerment. It fosters entrepreneurship. And, as long as end-to-end is not violated, it is democratizing in the sense that it redistributes power from central authorities (governments and companies) to individuals. In the Internet Age, everyone can be a producer of content, create a new software application, or engage in global activities without the permission of a higher authority

BY SHAYO ISSAH