5 Ways Technology Has Modified Communication

Technology is currently the most important communication tool for businesses. Technology has completely changed how businesses handle marketing and PR, particularly how they engage with the public and the media. Graduates with a master’s degree in communication are better equipped to direct and refine the use of communication technologies inside a business in order to enhance goals.

1. New media against traditional media
Traditional media communication has altered due to the quick development and uptake of new technology. According to the Newspaper Association of America, innovation is the word of the day. Professional journalists have had to fight with amateur publishers for readers’ short attention spans in print and broadcast media. Media companies who are unable to stay up to date with communication technologies risk being absorbed by more nimble competitors. Readers frequently turn to web-based and mobile applications like Twitter, Instagram, and Facebook when they seek breaking news.

2. Comparing traditional and digital marketing communication
The technological revolution has also significantly changed marketing. Traditional advertising no longer serves as a reliable source of income for businesses. There have been a number of advancements in marketing communication as a result of this trend:

In order to attract visitors to a website, native advertising inserts a sponsored link into a news feed that features value-added material.
Retargeting advertising, often known as “sticky ads,” follows visitors while they browse other websites.
Building drip-style email marketing campaigns is made possible by customer relationship management automation, which is based on user triggers.

Big data has allowed marketers to gather a ton of information about their customers so they can forecast what they’ll do next.

3. Public relations in the age of digital
Public relations (PR) has become more difficult because of social media, but it has also become more accessible. Managers of public relations must exercise caution while using communication. In the past, senior executives in a corporation could have delegated most external communication to a PR specialist. Senior managers are now open to misrepresentation whenever they deal with stakeholders, the media, or the general public. PR professionals must inform and keep an eye on everyone in a company in light of the growth of smart gadgets and real-time data. When humiliating and damaging news circulates on social media, they must also create crisis communication plans.

4. Technology for Communication Devices
Almost everyone in the organization now has a computer at home and a mobile phone in their pockets because of the proliferation of technological devices. Additionally, it is typical for employees to use their mobile devices at home or to bring them to work. Organizations are at risk for data breaches as a result of this behavior. This BYOD (Bring Your Own Device) strategy is being adopted even by the federal government. Because it’s possible for workers to work on their own devices, communications (and IT) experts need to take this into account when deciding how to handle sensitive data that pertains to the workplace.

5. Talking to One Another at Work
The ease with which non-technical professionals may use gadgets and applications begs the question of how organizations conduct organizational communication outside of their physical locations. According to the Institute for PR (IPR), this is a great chance for communication specialists to “think outside the firewall.” To put it another way, communication specialists should weigh the advantages of making material accessible outside of their company’s own servers. Productivity could rise if employees are given access to work email and digital files outside of a corporate firewall.

In conclusion, for organizations, communication technology may be both a benefit and a pain. Although technology increases efficiency, it also makes public relations, marketing plans, and internal communications more difficult. Utilizing the newest technologies for the organization’s benefit necessitates a thoroughly considered communication plan supported by knowledge of strategic communication and media communication analysis.