The Evolving Landscape Of Corporate Communications

 By: Ariel Norton
How have communication needs and requirements for corporations, and even small businesses for that matter, changed with the wide adoption of various online communications platforms? Or put it another way: how do social networking sites change the requirements of companies, in terms of corporate communications? First off, we have to note that traditional communications, and PR at its most fundamental, really hasn't changed. How social networking really affects communications for business is in the mechanics of those communications, the in delivery of those communications. Let's take the most visible executive team in the world as an example of this: the United States' White House. On the whole, the White House hasn't changed its modus operandi about communications, and pres chiefs still operate pretty much the same way. But, how social networking sites have affected this whole operation is that, now, you get the same message, at the same time. In fact, a lot of the most important corporate communications now go out to users. Good PR firms make sure messages are sent, delivered, read, and accepted for the ideas that are attempting to be transmitted.

This means that information is presented on a wide range of venues, which employ a social networking approach. Clips of media are packaged, and sent out through the various channels, almost simultaneously. This is the nature, even, of corporate training network channels. Today, training venues vary a great deal, and that variation rests largely on the specific and explicit nature of the content that's being dealt with. Depending on the demographic you want to reach, as a business, your corporate communications will need to overwhelm and target particular venues and platforms. Today, social networking sites don't only rival traditional media outlets, such as cable TV and the radio: they blow them out of the water.

That isn't to say TV and other traditional outlets and channels are obsolete. Any good PR firm worth its weight is going to know and communicate to its client, the importance of nailing down corporate communications in this very, very diverse communications world. So, not only do you a variety of media channels. But what we also have is issues wherein new technologies are cropping up, that fundamentally affect these mediums. When something like a tablet computer breaks critical mass with the public, and is widely adopted, you then have yet a fundamentally different technology like you did with the phone, when that technology was invented. In the case of the tablet, what you see now is that people are doing "heavier computing" everywhere and anywhere.
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