ABCR2103 PRINCIPLES OF CORPORATE COMMUNICATION
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ABCR2103 PRINCIPLES OF CORPORATE COMMUNICATION
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Table of Contents
1. Introduction of Corporate Communication and Technology
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2. BASED ON THE THREE JOURNAL ARTICLES/REFERENCES (provide the URL/screenshot or titles and authors of the articles journal):
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a. Defines and summarises the meaning of Corporate Communication based on these THREE journal articles/references
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b. Discuss the impacts of technology on roles and functions of corporate communication – each point must be supported with the THREE journal articles/references.
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3. Based on the (Wawasan Open University and Multimedia University) private universities:
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a. Provide the background of the private universities and their stakeholders
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b. Analyse how these TWO private universities use corporate communication to develop their positive corporate brand image and reputation
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c. Compare the corporate communication strategies applied by both private universities to develop their corporate brand image and reputation with Open University Malaysia (OUM)
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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.
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e. Which strategy do you think is most effective? Why?
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3. Suggest how would you help them to develop or enhance its brand image and reputation among its stakeholders.
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4. Conclusion
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References
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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.
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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).
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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.
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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
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shift, and the discipline has responded accordingly. Expertise in digital strategies and platforms is becoming a must for corporate communicators in the modern day.
3. Based on the (Wawasan Open University and Multimedia University) private universities:
a. Provide the background of the private universities and their stakeholders
Wawasan Open University: Wawasan Open University (WOU) in Penang is well-regarded. The 2006-founded WOU has made important contributions to higher education. It specializes in open distance learning (ODL),
which is flexible and accessible to working adults and non-traditional students. The non-profit Wawasan Education Foundation with its dedication to education and human capital development launched the institution. Another major partner is Penang's state government, which supports WOU's aim to improve education. WOU's stakeholder community includes students, who benefit
from the university's commitment to accessible education for working adults and flexible learners. Teachers and staff are crucial to WOU's success because they provide high-quality education and assist students. Alumni are significant stakeholders because they promote the university and serve as ambassadors. WOU works with business partners and educational institutions to improve its programs, making them major stakeholders in the university's journey[
CITATION WOU23 \l 1033 ].
Multimedia University:
The pioneering Malaysian private institution Multimedia institution (MMU) teaches technology and multimedia. MMU, founded in 1997, is in Malaysia's tech hotspot Cyberjaya. This was one of the earliest private colleges in the nation and part of the government's initiatives to liberalize higher education and include the private sector in human capital development. Major telecommunications provider Telekom Malaysia Berhad developed and initiated MMU. The Malaysian Ministry of Education awarded Telekom Malaysia the honor of establishing Malaysia's first private university, demonstrating its trust in the corporation to lead higher education privatization. Technology and multimedia education at MMU prepares students for digital success, putting them at the center of the stakeholder community. Teachers and staff are crucial to the university's academic performance and research. Intel and IBM are major 7
stakeholders in MMU's stakeholder network. These collaborations provide students real-world experience and research possibilities, supporting the university's goal of preparing students for the technology sector. The government and regulatory authorities monitor the university's activities, making them significant stakeholders in compliance and quality assurance. Alumni keep links with MMU and contribute to its reputation and network, increasing their importance in its ecosystem[ CITATION MMU23 \l 1033 ].
b. Analyse how these TWO private universities use corporate communication to develop their positive corporate brand image and reputation
Wawasan Open University (WOU):
Wawasan Open University recognizes the importance of effective corporate communication in building a strong reputation for the university's brand. In line with its objective to serve working people and non-traditional students, the corporate communicates with an emphasis on openness, adaptability, and student-centered learning. Below are a few actual instances of their corporate communication methods in action:
1.
Active Social Media Presence: Through its many social media channels, WOU maintains an active dialogue with its audience. Their social media accounts serve as platforms for announcing future events and initiatives as well as sharing success stories and student testimonials. Community is fostered via these connections, and the beneficial effects of WOU's programs on students' lives are highlighted.
2.
Regular Webinars and Online Events: In order to reach out to potential students, WOU
hosts webinars, virtual open days, and other online activities. Participating in these activities allows attendees to get familiar with the university's resources, network with teachers and staff, and have their questions answered. Their dedication to open education and individualized care is seen in this method.
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3.
Alumni Engagement: The bonds between WOU and its former students are deep. By displaying the success stories and achievements of its alumni, the institution displays the practical worth of their curriculum. Former students are often sought out because of the credibility they provide as spokespeople for Western Oregon University.
Multimedia University (MMU):
Multimedia University promotes its status as an industry pioneer by using corporate communication strategies. They want to be known as a school whose grads are ready to take on the challenges of the information era. They have implemented real-world examples of business communication strategies including as:
1.
Industry Partnerships: The likes of Intel and IBM are regular collaborators with MMU.
By publicizing these alliances via news articles, events, and joint research initiatives, MMU emphasizes its dedication to equipping its graduates with marketable abilities. Together, these projects are a testament to MMU's commitment to academic excellence.
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2.
Research Initiatives: Business materials from MMU often include articles on the university's groundbreaking research and the scholarly accomplishments of its staff. Faculty publications, presentations at international conferences, and awards for research help establish the university as a serious research hub.
3.
Digital Presence: MMU has a robust digital presence thanks to its website and many social media channels. There is information about upcoming events, as well as student accomplishments, on their website. They participate in online discussions and share their perspectives on topics such as new technology, student life, and professional accomplishments.
c. Compare the corporate communication strategies applied by both private universities to develop their corporate brand image and reputation with Open University Malaysia (OUM)
WOU's corporate communication strategies center on making education more accessible, adaptable, and student-centered. Through its social media accounts, the institution often interacts with its followers, sharing student success stories and informing them of forthcoming events and activities. WOU stresses customized service and developing a feeling of community. Their attempts to keep their graduates involved demonstrate the real-world relevance of their courses. The goal is to broaden participation in higher education to include working adults and other non-
traditional students.
MMU's corporate communication strategies center on the university's commitment to innovative uses of technology in the classroom. The institution is committed to generating graduates with real, industry-relevant skills, and it emphasizes its collaborations with industry giants like Intel and IBM to demonstrate this dedication. Through their website and other social media channels, 10
they promote community involvement and spread awareness of new developments in technology,
research, and student success.
OUM stands out since it was the first open and distant learning university in Malaysia. Their internal communication strategies emphasize the widespread availability of their training facilities and digital courses. Using a distributed system of physical locations, OUM promotes equal access to higher education throughout the nation. Their marketing material emphasizes the accessibility of their concept to students from a wide range of backgrounds who may not have ready access to four-year institutions.
WOU, MMU, and OUM all strive to make their programs equally available to all students, but they do it in various ways. Both WOU and OUM cater to working adults and non-traditional students by emphasizing convenience, adaptability, and individualized attention. WOU stands apart by connecting with its graduates on a personal level via social media and sharing their unique tales. Instead, OUM shows its dedication to reaching a wide audience by using a widespread network of learning centers around the nation. On the other side, MMU is dedicated to the advancement of multimedia and technological literacy. In order to reinforce its status as a tech-savvy and research-focused institution, the corporate's public relations methods promote relationships with industry, research projects, and academic accomplishments. Students interested in pursuing advanced degrees in technological subjects are MMU's primary focus.
All three organizations share the goal of strengthening their corporate brands, but they each approach this goal in different ways. In contrast to MMU's emphasis on technological literacy, the primary goals of WOU and OUM are accessibility and flexibility. The influence on the intended audience and the degree to which these methods match with the institution's mission and values determine their efficacy.
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. WOU has effectively implemented its strategies to build a reputable business brand. The target market of working adults has responded well to the corporate's focus on convenience and adaptability. The university's successful interaction with potential students may be attributed to its robust presence on social media platforms like Facebook and Twitter. Real-world evidence, 11
such as sharing student success stories and alumni accomplishments on their social media sites, attests to the efficacy of their method. The steady increase in student numbers since its founding attests to the efficacy of their tactics in building a reputable and respectable brand.
MMU has effectively used technology advancements to improve the corporate's public profile. There is a clear congruence between their robust web presence and their emphasis on technological and multimedia training. The university's website and other social media platforms
are great places for students to network with one another and display their technological prowess. Their method has been so successful that they have partnered with several major corporations, including computer heavyweights like Intel and IBM. These partnerships are a testament to their excellent standing in the field of technological education.
OUM has effectively used its strategies to build a reputable business brand by capitalizing on cutting-edge innovations. They aim to reach a wide demographic by making education easily available via a distributed system of classrooms and digital resources. The expansion of OUM's study locations across Malaysia is evidence that their plan is working. They have utilized technology to give flexible learning alternatives and increase their reach, catering to learners who
may not have access to conventional university education. Their dedication to accessibility, which is shown in their many campus locations and online course offerings, has helped build their name recognition.
e. Which strategy do you think is most effective? Why? The effectiveness of a strategy depends on the university's core mission, target audience, and its ability to align these elements with the chosen approach. In the context of their respective goals, each strategy has proven effective
WOU's strategy of appealing to its target demographic, working adults and non-traditional students, by highlighting accessibility and flexibility via social media participation and individualized alumni tales is very successful. In line with its objective to serve students who need educational flexibility, it fosters a strong feeling of community and personal connection.
By emphasizing its technology and multimedia education emphasis via corporate collaborations and research activities, MMU has positioned itself as a frontrunner in this competitive market. 12
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The strategy is well-suited to their overarching goal of providing students with advanced technical training.
When it comes to addressing a wide and varied audience, including those in outlying locations, OUM's strategy of developing a network of learning centers and prioritizing accessibility is second to none. It fits in well with the goals of the organization since it provides higher education to those who may not otherwise have access to it.
The success of a strategy depends on how effectively it serves the institution's mission and objectives and has an influence on the intended audience. Its effectiveness within its own field is a result of each university's dedication to its own goal and target audience.
3. Suggest how would you help them to develop or enhance its brand image and reputation among its stakeholders.
Wawasan Open University (WOU) recognizes the need of a tailored approach to student involvement. To do this, you'll need to create a social media strategy that emphasizes the dissemination of genuine student success stories and alumni accomplishments. The reputation of the institution may be improved by actively responding to questions and encouraging a feeling of
community among existing and potential students. Blog posts, webinars, and e-books are all examples of content marketing strategies that may be utilized to provide helpful materials that cater to the requirements and interests of their target audience of working adults. This solidifies WOU's standing as a go-to resource in its field. To further capitalize on the successes of WOU's prior students, an alumni ambassador program may be launched to engage them in outreach efforts and highlight the tangible results of WOU's programs. Continuously expanding and upgrading the online learning experience is vital, making it more user-friendly and participatory, which coincides with the institution's commitment to accessible education.
Multimedia University (MMU) may improve its reputation by emphasizing its partnerships with businesses and exhibiting the results of its research. Involving students in real-world initiatives and strengthening ties with the tech sector are essential steps in this direction. Multimedia presentations and press releases may showcase these partnerships, highlighting MMU's dedication to innovative research and its practical application. MMU may strengthen its reputation as a cutting-edge research university by inviting specialists in the field to speak on a 13
regular basis at tech presentations and webinars about cutting-edge topics. The school may expand its reach and reputation by spending money on digital marketing and online advertising to target people who are interested in technology and multimedia education.
The Open University of Malaysia (OUM) needs to promote its learning centers as easily accessible, in-person sources of assistance for students in underprivileged regions. At the same time, a digital transformation plan is required to maintain the online learning environment's friendliness and interactivity for its users. Online students may benefit from having access to live
chat support staff who can answer their questions and address their concerns in real time. OUM may improve its public profile by launching campaigns and programs that highlight the organization's dedication to diversity and inclusion. OUM's commitment to inclusive education may be shown in the presentation of student success stories from a wide range of demographics and personal circumstances. Thirdly, OUM may improve its standing in the areas it serves by forming connections with local groups and community leaders.
4. Conclusion
In conclusion, the functions and roles of corporate communication inside firms have been significantly altered by technological advancements. It has changed the way we maintain our online identities, provided novel communication channels, increased productivity, prompted the need for more stringent data security protocols, and facilitated new forms of collaboration. Fostering strong connections and understanding with stakeholders in today's linked and technology-driven world requires corporate communicators to be able to adapt to the digital age and harness data-driven insights. To help businesses thrive in the modern digital era, corporate communicators will need to take on new responsibilities as technology develops.
The two most well-known private institutions in Malaysia are Wawasan Open University and Multimedia University. Their different stakeholder groups represent the unique pedagogical aims
of each institution; WOU emphasizes open distance learning and accessibility, whereas MMU is a technology and multimedia education institution. In order to draw attention to what sets them apart, both Wawasan Open University and Multimedia University use corporate communication tactics. WOU highlights its openness, adaptability, and individualized service, whereas MMU highlights its technological and multimedia superiority. Both universities have built strong corporate brand images and reputations by highlighting real-world examples, such as 14
collaborations, research projects, and student success stories, within their respective fields of study. All three private universities, WOU, MMU, and OUM, have effectively implemented their
tactics to establish favorable corporate brand images and reputations. They have been able to reach their intended audiences and cultivate favorable attitudes thanks in large part to their innovative use of tools like social media, online interaction, industry alliances, and learning centers. There is a direct correlation between the techniques used and the results achieved in terms of brand awareness, student applications, and industry partnerships.
References
A.B. Crawford, J. (1982). Corporate Electronic Mail — A Communication Intensive Application of Information Technology. MIS Quarterly .
Argenti, P. A. (2006). How Technology Has Influenced the Field of Corporate Communication. Journal of Business and Technical Communication, 20
(3), 357-370.
Argenti, P. A. (2022). Corporate Communication
(8 ed.). McGraw Hill Education.
Berkman, L. Z. (2023). Improving the technology for processing the aggregated data flow of a secure corporate multiservice communication network. Eastern-European Journal of Enterprise Technologies, 4
((9 (124))), 14–23. doi:https://doi.org/10.15587/1729-
4061.2023.285414
Heath, R. L. (2020). Management of corporate communication: From interpersonal contacts to external affairs.
Routledge.
Lata Singh, C. &. (2021). Introduction to corporate communication: case studies from India
(1 ed.). Routledge India.
MMU. (2023). About
. Retrieved from https://www.mmu.edu.my/history/
WOU. (2023). About
. Retrieved from https://www.wou.edu.my/
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