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Applications and implementations of new media in corporate communications: An action research approach

Hearn, Gregory N., Foth, Marcus, & Gray, Heather L. (2009) Applications and implementations of new media in corporate communications: An action research approach. Corporate Communications, 14(1), pp. 49-61.

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Abstract

Advances in new media and web technology are making it easier for organizations and their employees, suppliers, customers and stakeholders to participate in the creation and management of content. It is therefore, useful to understand how a corporate communication strategy can leverage these trends. Purpose; this paper discusses the take-up and use of new media in organizations, highlighting a current approach to implementation issues. Methodology/approach; we review and explore new media in organizations from three ecological layers: the social, discursive and technical, addressing who is communicating, the communication content and new media technology used. Findings; the paper recommends a customer-centered approach to implementing new media adoption in organisations using action research. Practical implications; new media and Web 2.0 services can be employed to work in tandem with conventional communication tools such as phone, fax and corporate intranets. Such a hybrid approach enables organizations to maintain and strengthen existing stakeholder relationships, but also reach out and build relationships with new stakeholders who were previously inaccessible or invisible. Research limitations/implications; academic literature is lagging behind the pace of technological change, and evaluation studies are limited.

Impact and interest:

17 citations in Scopus
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ID Code: 15340
Item Type: Journal Article
Keywords: New Media, Corporate Communication, Communication Strategy, Action Research
DOI: 10.1108/13563280910931072
ISSN: 1356-3289
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Business Information Systems (150302)
Australian and New Zealand Standard Research Classification > TECHNOLOGY (100000) > COMMUNICATIONS TECHNOLOGIES (100500) > Communications Technologies not elsewhere classified (100599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Business and Management not elsewhere classified (150399)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Innovation and Technology Management (150307)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Institutes > Institute for Creative Industries and Innovation
Copyright Owner: Copyright 2009 Emerald
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 27 Oct 2008
Last Modified: 01 Mar 2012 00:05

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