Impact of Technology on Corporate Communication

This assignment discusses the influence of technology on corporate communication, highlighting its effects on virtual teams, customer service, and competitive advantage. It draws on research by Argenti (2006), Boudreau et al. (1998), and Mustard (2000) to demonstrate how technology has transformed the way organizations communicate with employees and customers.

Technology and Corporate Communication 1
Impact of Technology on Corporate Communication
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Technology and Corporate Communication 2
Advancement in the field of technology has primarily impacted corporate communication.
Improved technology has brought a significant change in organizations regarding how their
services are offered and their contact with employees and those in the external environment. The
organizations are forced to remain competitive by meeting the demands of the new changes in
information technologies.
Communication and virtual teams
Technology has enabled organizations to exchange information between the parent office and
virtual teams. “E-mail group lists and intranets, for example, help communication professionals
(and employees in general) around the globe stay tapped into company activities” (Argenti,
2006). Tasks can be shared by the entire team, permitting each member to claim work or submit
a task in addition to keeping the rest of the team informed of the team’s progress.
However, the according to technical communication in virtual teams are affected by the absence
of human elements in the organization such as silence, which can be perceived as lack of
confidence. Similarly, there are interruptions in communication cadence and misunderstandings
that are less prevalent in face to face teams. This, therefore, calls for the use of rich media such
as video conferencing to increase interactions with the virtual team and make them more real.
Communication and customer service
There exists an interdependent “relationship between an organization and its external
environment,” and thus there is the need for “organizational adaptation” by “the introduction of
new communication technology” (Mustard, 2000) that will enhance customer service. The
primary focus is on the feedback from the external environment and ensuring that all the
organization’s essential services are offered according to the clients’ feedback and thus maintain

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and win their trust. Through technology, we see that corporate communication has also become
decidedly bidirectional because information is obtained from many sources thus promoting
contributions from senior management to the other employees, and monitoring the entire
organization as a result. In cases where the information is disseminated, and the respondents
discuss the contents and share ideas on the same, the social class is improved, and feedback used
is to develop the structure of the organization.
Communication Technology and Competitive advantage
According to Boudreau et al. (1998) “deploying information technologies within a virtual
organization is an obvious choice for overcoming spatial and temporal boundaries.” This can be
attributed to the drastic change in the competitive landscape which challenges the new
environment in which the world business competes. As a result of this organizations have
expanded their territories in the world by taking advantage of the changes in information
technology. Argenti (2006) assert the advancement in the use of emails, and instant messages
will improve information flow and efficiency in coordination and thus in production. Corporate
communication is still the main thing, and it has to be ensured that the technology improvement
is adequately met to maintain the social standards of employees and those in the external
environment considered as well.
Corporate communication is necessary for all organizations. To maintain this, technology has
come in to improve this by aiming at offering communication and other interactions new
directions of focus thus making all the processes real and convenient. Corporate communication
should keep advancing as technology advances for the organization to remain competitive.

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References
Argenti, P.A., 2006. How technology has influenced the field of corporate
communication. Journal of Business and Technical Communication, 20(3), pp.357-370.
Boudreau, M.C., Loch, K.D., Robey, D. and Straud, D., 1998. Going global: Using information
technology to advance the competitiveness of the virtual transnational organization. The
Academy of Management Executive, 12(4), pp.120-128. Retrieved from
http://amp.aom.org/content/12/4/120.full
Mustard, K.A., 2000. Organizations and communication technologies: A study of organizational
adaptation. University of Calgary.