ABCR2103 PRINCIPLES OF CORPORATE COMMUNICATION

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Harvard University *

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STRATEGIC

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Communications

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Nov 24, 2024

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docx

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ABCR2103 PRINCIPLES OF CORPORATE COMMUNICATION 1

Table of Contents 1. Introduction of Corporate Communication and Technology ....................................................... 3 2. BASED ON THE THREE JOURNAL ARTICLES/REFERENCES (provide the URL/screenshot or titles and authors of the articles journal): ......................................................... 4 a. Defines and summarises the meaning of Corporate Communication based on these THREE journal articles/references ................................................................................................................ 4 b. Discuss the impacts of technology on roles and functions of corporate communication – each point must be supported with the THREE journal articles/references. ............................................ 5 3. Based on the (Wawasan Open University and Multimedia University) private universities: ..... 7 a. Provide the background of the private universities and their stakeholders ................................. 7 b. Analyse how these TWO private universities use corporate communication to develop their positive corporate brand image and reputation ................................................................................ 8 c. Compare the corporate communication strategies applied by both private universities to develop their corporate brand image and reputation with Open University Malaysia (OUM) ..... 10 d. To what extent do all these THREE private universities apply the strategies successfully and maximise the new technologies in developing their corporate brand image and reputation? Justify your answers with actual examples. ............................................................................................... 11 e. Which strategy do you think is most effective? Why? .............................................................. 12 3. Suggest how would you help them to develop or enhance its brand image and reputation among its stakeholders. .................................................................................................................. 13 4. Conclusion ................................................................................................................................. 14 References ...................................................................................................................................... 15 2

1. Introduction of Corporate Communication and Technology Convergence of corporate communication and technology is crucial to the success of businesses in today's dynamic market. Corporate communication, the strategic management of information both inside and outside an organization, plays a key role in creating a business's identity, image, and reputation. On the other hand, the ever-increasing capabilities of digital media have altered the traditional channels and practices of business communication. A corporate's internal and external stakeholders, such as its workers, customers, investors, regulatory agencies, and the general public, participate in corporate communication. Communicating a message that is true to an organization's mission, beliefs, and culture. Transparency, consistency, and authenticity are the cornerstones of trustworthy and engaging business communication. The influence of technology on internal business communication has been substantial. The advent of digital technology has paved the way for more communication, faster interactions, and data-driven decisions. Social media, corporate websites, and mobile apps have all contributed to the rise of real-time interaction by facilitating more personal connections between businesses and the people they serve. Furthermore, firms may learn about stakeholder behavior and sentiment via data analysis enabled by technology, allowing for the development of more focused and efficient communication strategies. Crisis management relies heavily on the interplay between internal corporate communication and technological resources. Through digital platforms, businesses can instantly react to unexpected occurrences, provide timely information, and manage their image even in trying circumstances. The subject of this investigation is the interplay between corporate communication and technology, which is changing the game when it comes to how businesses build and protect their reputations in the digital era. In the following sections, we delve deeper into the multifaceted impacts of technology on corporate communication by reviewing 3 articles and examine real- world examples and strategies employed by MMU and WOU universities in Malaysia to enhance their brand image and reputation through the digital realm. 3

2. BASED ON THE THREE JOURNAL ARTICLES/REFERENCES (provide the URL/screenshot or titles and authors of the articles journal): Article 1: Argenti, P. A. (2006). How Technology Has Influenced the Field of Corporate Communication. Article 2: A.B. Crawford, Jr. (1982). Corporate Electronic Mail — A Communication Intensive Application of Information Technology Article 3: Berkman, L., Zakharzhevskyi, A., Lavrinets, K. (2023). Improving the technology for processing the aggregated data flow of a secure corporate multiservice communication network. a. Defines and summarises the meaning of Corporate Communication based on these THREE journal articles/references To effectively communicate with their many constituents, businesses and other organizations must use a broad variety of activities and methods that go under the umbrella of "corporate communication." At its core, corporate communication focuses on creating, maintaining, and enhancing relationships, understanding, and trust between an organization and its audiences, which can include employees, shareholders, customers, suppliers, the media, regulatory bodies, and the general public (A.B. Crawford, 1982). Through corporate communication, businesses are able to share their vision, values, goals, and other important statements with the outside world. A corporate's public relations efforts are crucial because they influence how others see the corporate (Berkman, 2023) and the value it provides to the community. In order to define and summarize it thoroughly: Strategic and planned dissemination of an organization's beliefs, goals, and information to its constituents, as well as the handling of stakeholder complaints, the maintenance of a positive public image, and the building of trust, are all components of effective corporate communication. An organization's image, public perception, and the success of the corporate as a whole may all benefit from the expertise of professionals in this industry. When it comes to interacting with its internal and external stakeholders, corporate communication is crucial to an organization's performance, sustainability, and public standing in today's competitive market (Argenti, 2006). 4

b. Discuss the impacts of technology on roles and functions of corporate communication – each point must be supported with the THREE journal articles/references. The impacts of technology on corporate communication functions and roles are profound and multifaceted, as reflected in the insights from the three referenced journal articles. These technological advancements have reshaped how organizations communicate, manage relationships, and adapt to the digital age. i. Enhanced Communication Tools: The proliferation of modern communication platforms has completely altered the dynamics of the business world. Intranets, digital chat systems, and email are becoming standard methods of corporate communication. With the advent of corporate electronic mail systems, Crawford's essay (1982) shows the revolutionary influence of technology. Employees are now able to share and receive information more quickly and easily thanks to technological advancements that have simplified internal communication. Professionals in the field of corporate communication now play a more central role in the development, rollout, and maintenance of these technological innovations designed to improve interactions inside the corporate. ii. Global Reach: Corporations may now reach out to people all around the world because to advancements in communication technology. Through the use of online tools like websites and social media, it is now feasible to interact with stakeholders all over the globe. According to Argenti's paper (2006), technology plays a significant influence in molding public opinion. Corporate communicators now have a broader range of responsibilities in order to ensure that their communications resonate with an increasingly international clientele as a result of the internet's pervasiveness. iii. Speed and Efficiency: The velocity of internal communication has quickened as a result of the widespread use of technology in today's businesses. We now have the ability to communicate almost instantly thanks to email, IM, and other digital collaboration technologies. In his essay from 1982, Crawford explains how electronic mail systems improve worker and organizational efficiency. In today's fast-paced business world, the ability to quickly communicate information and promote instantaneous decision-making is essential. Their responsibility now extends to ensuring these technologies are utilized effectively to boost productivity. 5

iv. Data Management and Security: As a result of increased cybercrime and data breaches, modern corporate communication strategies now prioritize data management and security. The essay by Berkman, Zakharzhevskyi, and Lavrinets (2023) highlights the importance of technology in facilitating the efficient administration of safe multi-service communication networks inside corporations. This includes preventing data corruption, securing critical corporate information, and preventing unwanted access. Corporate communicators' responsibilities have broadened to include data security oversight, which helps preserve an organization's credibility with its constituents. v. Reputation Management: Technology has dramatically altered how firms manage their reputation. Through mediums such as social media, online news sites, and corporate websites, businesses may have direct conversations with their target audiences. Argenti's (2006) paper stresses the need of corporate communicators monitoring and contributing to online discussions as a means of reputation management in the modern day. Corporate communicators' responsibilities have expanded to include online reputation management, crisis communication in the digital domain, and the development of a genuine online presence. vi. Big Data and Analytics: Data and analytics tools have greatly improved for business communicators thanks to technological advancements. The essay by Berkman, Zakharzhevskyi, and Lavrinets (2023) addresses the use of technology to control information flows and enhance efficiency in safe networks. By using a data-driven approach, corporate communication departments may evaluate the results of their efforts, get insights into audience behavior, and hone their tactics moving forward. Expanding the position to encompass data analysis and interpretation, it improves the capacity to make educated judgments and craft messages for targeted audiences. vii. Adaptation to the Digital Age: Companies now often use various forms of internet and social media to keep in touch with their employees. The use of technology in corporate communication is shown by Crawford's essay (1982). Online communities allow businesses to interact with their target audiences, convey information, and control their digital footprint. Technology and shifting communication dynamics have necessitated this 6

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