In this presentation careful attention and judgment after outlining, weighing and giving detailed information, for and against about the implications of new media for corporate communications management will be explained. However, theoretical framework such as systems approach, press gentry, public information model, two way asymmetric and two way symmetric will be discussed in relation to the new technological influence in the daily mundane of corporate communications. For the clarity seek key terms and new media technology such as electronic mails, (E-mails), chat rooms, cell phones, Usenet Newsgroups (Forum), website, videotext, teleconferencing, weblogs and so forth will be explored at length. Clear examples to support and evaluate new media implication will be dealt with through out in this presentation.
The term “new media” assumes that they is old media which Biagi (1999:24) perceived as mass media which among includes newspapers, books, magazines, radio and television. Old media is linear that is, it is one as to many. Here the public only consume information disseminated to them without giving feedback to the source. It views the public as passive and respond to the deciphered information positively. New media could be described as what is clear not old. This term “New Media” is used to describe all forms of emerging communication media, which combines text, graphics, sound and video, using computer technology to create a product that is similar to but clearly different from traditional media (Cutlip et al 1994). Due to technological advancement as pointed out by McLuhan in his theory of “technological advancement “, corporate organisations that operate at global level such as Debeers, Eskom, Barclays bank”, Edgars and so forth have adopted new media to communicate with their internal and external public. New media as compared to the old media is symmetrical, that is it resembles the Osgood and Schrammer model of communication which is reciprocal and tallies well with systems approach and symmetrical model of public relations recommended by Grunig. New media has numerous implications to the day to day practice of corporate communication management.
Another salient term that needs to be defined contextual are as follows; Management and communication. Management in corporate organisation focuses on the entire organisation from both a short and long term perspective. Again we have various types of management in corporate organisation such as Executive, Expert, and Decision support, operational and so forth. Furthermore, management according to Clear and Weidman (1997) is the managerial process of forming a strategic vision, setting objectives, crafting a strategy and implementing it to create the corporate image. Lubbe and Puth (1994) say that a good corporate image sells a company to potential employees, opinion leaders, workers and the community. Communication is one of the contested terrains that can be explained in a multiplicity of ways. For the clarity of this presentation Harold Lasswell 1950’s model of communication explains everything especially with regard to corporate communication. Communication here looks at who say WHAT, to WHO, HOW, WITH WHAT EFFECTS. Generally communication is the exchange of ideas, opinion by two or more individuals, companies in order to reach a mutual understanding.
Weblogs/Blogs: is one good example of new media that is used by corporate communication management to communicate with the internal and external public. A weblog/blog is a journal which consists of ‘articles’ or ‘postings’ in chronological sorted order. The posting can be easily viewed by any web browser and the content of many blogs can be read by RSS readers. Disney, Newscorp, DeBeers, South Africa 24.com, EzineCom in America are some among the corporate blogs that can be accessed and viewed on-line. Many corporate organisations such as Disney, Newscorp, DeBeers have adopted this new media technology to reach wider publics. Blogs are also used by these corporate organisations to inform the general public about the organisation structures, goods and service delivery, growth, policies as well as searching the markets. Laudon and Laudon (2005:283) asserts that corporate organisation uses blogs internal for sharing information across teams, and external for providing timely products support information or engaging in dialogue with company stakeholders. Weblogs as new media is symmetrical. Instead of giving power to media alone as a source of information, blogs allows general publics to contribute about the goods and service delivery. There is reciprocity in that all the readers can pass a comment which can be negatively or positively and such feedback can assist in the formulation of policies. Reciprocal communication fosters health communication which hints the organisation on what the community wishes to see the organisation doing to them. Again two way communication through blogs assist in the formulation of policies. For instance, organisations such as Mimosa, Zimasco, Makwiro Platinum and so forth which pollutes the environment, can get views on how the communities surrounding them are affected.
Nevertheless, internal blogs can be used to foster communication among team members or across departmental borders. The information contained in many mails an sent around to many recipient could be much better dispersed o a central platform. For instance, organisations with operational marketing, public relations, executive department can tally well with the systems approach theory which encourages an open system communication. Here departments can communicate between or amongst themselves through weblogs. Again different corporate organizational department for example, marketing department for DeBeers Company can communicate with Disney public relations department. Progress of team effort can be documented in blogs posting very easily and safely. Comments to update the current status can be made.
Furthermore, blogs due to its informal and information sharing characters, it can capture hidden knowledge which would have otherwise been not said. Linda Hewitt (2008), one of the global corporate communication strategy consultants in America notes that through weblogs research can be conducted on-line; various sources can be consulted to elicit information. Information can be presented electronically using relational database, tables, pie charts, histograms or power point. Such information can be accumulated, searched and easily retrieved. Again information can be pushed to readers and can appear instantly on their desktop.
On the other hand, such new technology like weblogs needs to be updated timely. Again installation of equipment that enables internet service is expensive. Buying a terminal, installing basic software that enables certain operations to be executed, a line, modem and installation of the application software such as power point, database, adobe Photoshop and subscribing to the website designers can be expensive and unaffordable. Despite the fact that it is a two ways process new media have its shortfalls. Sending employees to training courses for them to be competent and to install several application software is cumbersome and prolongs over a period especially where there is scarce resources. Moreso, only people with access to the internet can view blogs. Computer illiterate can hinder effective communication both internal and external. Employees still can find it difficult to partake in such activities. There are some orgnisations that are still obsolete and prefer face-eyeball conversation. Weblogs welcomes every person with the potential to contribute. Revolutionizing information crafting can be dangerous in that individuals can craft negative messages that can tarnish the image of an organisation. For instance, the scam of corruption, embezzlement of organizational funds, NGOs funds and personal foreign money by the Reserve Bank of Zimbabwe (RBZ) governor, can impact negatively to the organisation itself. Foreign investors can loss trust to have transaction processed with RBZ and even having business partnership with RBZ. Again stake holders who are the public of an organisation such as RBZ can be scared away by such un professional behavior. Media ethics are not recognized and social responsibility by the public to a certain organisation may be ignored.
However, weblogs are important to corporate communication management for communicative purposes, research, policy making and for creating and reinforcing corporate image despite its shortfall.
Internet:
Internet which networks the entire world and enables individuals and organisations to communicate global is another form of new media that is of importance to be used by corporate communication management. Internet, unlike the old media is symmetrical. All corporate organsations have adopted the internet for communication, advertisements, marketing and for the sales of their products. All corporate organisations have adopted the internet to reach and communicate with the public at local and global level. Nancy and Lary (1988;199) asserts that; “Internet as a means of communication for corporate management enables organisations and individuals of electronic society to talk openly t others” Through internet everyone is a player who can communicate at will. Internet cuts across geographical boundaries and can be used and accessed by thousand if not millions of other players. Nancy and Lary (1988) says that “internet is a digital wild west, without law and order, like wild west, anyone can come along”.
Corporate communication management such as Saatchi and Saatchi through intranet, which is a local network that links the computers within an organisation website, can enable employees to communicate at various levels among themselves. Internet offers a variety of activities such as electronic mail, Newsgroup, World Wide Web (WWW), video conferencing, voice conferencing, data conferencing, Forums, Voice mail and so forth (O’Brien 2000:36). Intranet as a new media is reciprocal and supports the system approach theory. Again it dispels the press agentry model of public relation. Agentry model is one way of communication, which acts as an agent of company to the public to be engaged in discussion through forums. Again intranet enables corporate communication management to fulfill health, and balanced communication within an organisation. Perhaps intranet can be criticized for its lack of face-to-face communication. Such communication is hailed for maintaining a strong rapport between and among individuals. Again not all employees like engaging themselves in forums. Other internal public have no time to communicate with their colleagues.
Internet is a new media for communication and offers various mediums such as, chatrooms, websites, weblogs, electronic mail, Newsnet groups and many more to be mentioned. As a new media of corporate communication management internet plays a vital role as suggested by Levy (1995:58) who described the internet as being based on ‘unlimited channels of communication, community building, electronic commerce and is a full blown version of interactivity that blurs the line between provider and consumer”. For instance, Nicoz Diamond as a corporate organisation through the internet have created a website; www.nicozdiamond.co.zw, Murray and Roberts which operates across the globe have a website and electronic mail through which the public can contact and communicate with them. For example in Zimbabwe they can b contacted at construction @ mrcz.co.zw, in Malawi promat@ecomw.net and in Gweru their e-mail is jsouter@caridorngweru.co.zw. Internet enables corporate organisation to advertised, sale their products, outline their area of specialization and to specify their social responsibility. For instance Murray and Roberts in their on-line website clearly indicated the social responsibility to the Zimbabweans. The good example can be shown by the following statement that was directly quoted from the Murray and Roberts’s website;
“Murray and Roberts appreciates its environs and believes in giving back to society. We have an on-going program on HIV/Aids awareness… amongst our employees and the societies they live in”.
Judging from the above message posted electronically to the Murray and Roberts website, it can be argued that new media have liberated and revolutionized communication. Murray and Roberts used internet website to create the organisation image. This website is friendly user and allows the general public to pass comments. Such feedback is good for the organisation to come up with policies that addresses the problems of the employees and the community where this company is work. The architecture of Murray and Roberts enables the employees to have assess to their website and the mail list for the targeted publics such as workers , banks, politicians, students from tertiary education, the community members and other construction companies like SISK and Goddard can friendly communicate back through mails. Website allows the message to be ready and comments to be forwarded back to achieve a two way process. The problem with the internet, especially in the developing states like Zimbabwe is that only few people especially those in urban areas have access to it. Again people do not have time to view the entire corporate organisation website until there is something that he wants to view. In addition, job vacancies, advertisement for the goods, physical address, phone number and the internal structure of the organisation can be displayed on the website. Images and colours sometimes communicate strong message to people more than the words. Computer Illiteracy can be another set-back when looking at the use of the internet and website. In can be argued that new media technology such as the internet caters for those who are connected. Rural population who lacks the internet service can not contribute to the website
Video tapes and closed circuit Television
The television, which has become an every day feature in many people’s lives is a new media technology for personalized messages either on prepared tapes or live. This modern medium gains the face-to-to face communication which assist to bring closer understanding between management and staff. This new media inputs a lot in corporate communication management. It can allow volumes of information to be stored on secondary storage devices such as compact disk, MP3, DVD videos, I-Pod and in the computer hard drive. For instance, Meikles Africa which spreads its tentacles across the globe have videos that indicates some of their department stores groups which among includes TM Supermarkets, Meikles, clicks, Cape Grace, Barbour, Greatmans and have some shares to Kingdom. Video that displays the products sold in these shops, the structure of each store, prices of goods, working hours and Meikles hotel building speaks volume about the image of Meikles shops.
Video tapes apart from being used as secondary storage devices can also be used to entertain the public. Images and colours while there are appealing to the public, it also communicate immensely to different organizations and individuals. Unlike the public information public relation (PR) models , people can get information and communicate back to the source. Public information theory empowers the journalist and media practitioners to give information to the public without allowing them to give feedback. The good example that supports the public information model can be witnessed, through the Fingaz magazine that gives detailed information about top companies in Zimbabwe. New media has been castigated for creating employees who are lazy to research using secondary sources such as library.
Research is an important tool in corporate communication. Again through video tape events and activities can be captured, accessed as they are required. This media is close to reality and limits distortion in various ways. Video tapes can be used in gathering, such as the Trade Faire , shows and so forth. Images are the best form of communication and allow the less educated to get the message clear about the size of an organization, its commitment to the community and its goods and service delivery.
However, this new media have been criticized for marginalizing the rural population. There are few individuals in rural area who can afford to purchase television sets. Again the lack of electricity makes it difficult for rural population to access the new media. However, video tapes in circuit television can be used both for mass communication hence they are flexible. For instance, videos for Meikles holdings can be played at Zimbabwe television (ZTV) and the general public can view it on their homes together with their families. This new media is less consuming as it can allow more work to be executed and stored safely. Messages flexibility through video tapes and TV Circuit allows information to be tailored automatically to different levels of employees (Cutlip 1994)
Teleconferencing
Teleconferencing is another form of new media technology that has the impact to corporate communications management theory and practices. Here technology advances in satellite communication have expanded the range of possibility for meetings and speech (Davis and Olson 1984). For instance, corporate mangers that are enable to take time to travel to participate in person can be beamed to the meeting via satellite teleconferencing (Cutlip 1994:273). In addition, Cutlip notes that simultaneous session in several cites can be linked electronically with speakers show on large screen television equipment. Cutlip (1994) argued that teleconferencing saves travel time and costs, meeting facilities, and boarding of participants can more that off-set the cost of using this new technology. Bawden and Blackman (1990) states that, teleconferencing in corporate communication management enables to reach people at many locations all at the same time with the same message. O’Brien (2000) claims that not all satellite teleconferencing is limited to internal communication.
Teleconferencing has been criticized for grooming employees and management who are too lazy and rely much on technology in addressing the problems at hand. While efficiency and effectiveness can be recommended, incompetent can act as a drawback among the employees who can be grappling in catching up with new technology. However such technology can improve production, but hinders professionalism especially if taken and used to the extremes. New technology can impress the potential employees, investors and opinion leaders to do business with well established companies that are in the lead in acquiring and using new technology. Issues that affect the globe can be quickly outline and policies that addresses such problems can be initiated. Teleconferencing is a two way process and allows new ideas from the internal and external public to be voiced. Again communication in revolutionized and a market place of ideas can be generated.
Seital (1995:472) says that “the capture, manipulation, transmission, and use of information has become a critical function of public relation/corporate communications. In corporate communication new media technology helps the organizations to gain efficiency, improve quality and lead the field (Sietal 1995). New media technology which have changed the landscape of corporate communication involves a computer technology which integrate a microchip processing power, denser storage, and faster retrieved illuminate the hardware scene, the software and turning the computer into a television, a telephone a moving map and an illustrators convas, replaying video images and music, organizing databases and cording activities across time and space in real time. These new firms of media technology such as computers, cellular phones, facsimile machines, e-mail, video news releases, audio text leads to the adoption of one, and then the another.
These new media are ritual and allow mult-tasking within the communication field. Communicators can disseminate and at the same time store large information. The importance of storage reduces the keeping of paper work and larger storage reduces the keeping of paperwork and larger fields. Here corporate organization needs large storage devices for the information they disseminate and receive from elsewhere. New Media technology enables them to keep such information. The challenges that new media storage devices faces like the computer hardware, Mainframe, Minicomputer and so forth is that it can be infected by the computer virus off by computer virus such as the green caterpillar. If computer machines are affected by the virus the whole organization server may be affected also.
The advantage of computers is that information can be served in the file cabinet in the server. Information from the server cab be retrieved even though terminal are affected. Again another challenge especially the on-line computers is that at times the network can be down. For instance the Standard Charted bank and Barclays bank may be affected by the off-line network. It can be argued that despite all these challenges new media is viable and flexible to be used for communication by corporate organization. It is flexible, durable and improves the quality and quantity of the delivery of information. For instance, internet broad band allows individual surfing the net to get to the website by just a click. Again subscribing and getting a broad band is expensive and not easy. The International and telecommunication Union (ITU) politicize the space allocation
Sietal (1995) cellular phones are one modern technology that have improved the communication services of corporate organization. A mobile phone enables corporate employees to link with others organizations across the globe. Managers can be contacted and talked with anytime even when they are not at work or within the country. This enable workers to continue with their duties under the instruction of their bosses without having them physical present. A mobile phone enables managers and public relation practitioners to communicate through with other workers from other organizations through the word of mouth or messages. A cellular is mobile (can be easily carried around) New media technology like mobile phones can entertain and be used as a tool for communication and storage.
Sietal (1995) noted that wireless communication from geostationary like satellite permit direct mobile phones to satellite communication satellite. Here public relation professionals have a freedom to communicate with anyone, anytime and anywhere. A mobile phone is flexible and affordable, therefore many organization buy the mobile phones for their workers including the public relations managers for easy communication. Mobile phones at times can be connected to the internet for chatting. The challenges faced by the employees and the external public is that at times they always behind in catching up with modern technology.
It can be argued that despite all those short comings, mobile phones are affordable. A mobile phone is the best modern technology for communication which apart from being mobile is also flexible, reliable and cuts across the geographical boundaries For instance, Delta Beverage in Zimbabwe can communicate with Delta Beverage in Zambia, Canada, South Africa , Ghana and all over the world using a mobile phone. Mobile phone allows messages to be forwarded or can enable people to communicate interchangeable..
It can be concluded that they are many various forms on new media technology that can be used for communication by corporate management to meet the needs of both the internal and external public. Some of the new media technology that were not mentioned in this presentation because of lack of space and time includes the use of satellite dish, tele-fax, smart phones and so forth. However, it can be observed that new media technology have lead to the revolution of the free dissemination of information which lead to the “Super highway” flow of information talked about at Algiers by Japan. All new forms of technology are symmetrical as opposed to the old media which is linear. Clear examples which supports the assessment and evaluation of new media for corporate communications management theory and practices were explored. Management deals with planning, initiating policies, controlling and managing the entire system of the organization and as such they need the best technology that can disseminate information accurately, reliable, effective and efficiently. Therefore the use of internet, weblogs, websites, mobile phones, satellite television and teleconferencing is important in sending information to both the internal and external public. The corporate communication theory which among include the agentry press model, public information model, two-way asymmetrical, two way symmetrical and systems approach theory were explored in this presentation. One salient issue is that in management “expert information system” an important type of information for professionals and expert in certain field like computer engineering, marketing, economics and politics can be designed and stored in new media technology. Again images can be captured through digital cameras, down loaded and forwarded via the internet. All the functions offered by new technology new media assist in the storage facility, processing, production and dissemination of information around the world and corporate organization is important especially to issues that has to do with planning, initiating of policies, communication , storage and revolutionizing the communication process. The public sphere of information which offers free market flow of ideas can be achieved and both the internal and external public can learn much faster about issues that can improve their professions and life style. Key terms were also defined in passing for clarity seek. It can be concluded therefore that they are other new technology that are not mentioned here because they are beyond the knowledge of the presenter.
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