Applications and implementations of new media in corporate communications: An action research approach
According to Hearn, G., Foth, M., & Gray, H. from Institute for Creative Industries and Innovation, Queensland University of Technology, Brisbane, Australia in their paper entitled “Applications and implementations of new media in corporate communications: An action research approach” discusses about how a corporate communication strategy can use the new media and web technology in making easier for organizations. This article also discussed about the take-up and use of new media technology. They also were highlighting a current approach to implementation issues.
The approached that they used is review and explore new media in organizations from three ecological layers which is the social, discursive and technical, addressing who is communicating, the communication content and new media technology used. They recommend a customer-centered approach to implementing new media adoption in organizations using action research. With the advances in new media and technology, many organizations nowadays are using Web 2.0 services because it can be employed to work with conventional communication tools. Besides that, hybrid approach enables organizations to maintain and strengthen existing and new stakeholder relationships.
Written by: Hearn, G., Foth, M., & Gray, H. (Oct 2008)
Summarized by: NOOR FARIEZA BT. ARIFFIN (2008285592)
Source: http://www.emeraldinsight.com
