MNG81001 Assessment 1: Analyzing Corporate Communication Tech

This report provides an analysis of the article "How Technology Has Influenced the Field of Corporate Communication" by Paula Argenti. The report examines the opportunities and challenges presented by technological advancements in business communication, focusing on how technology can increase production rates, improve market research, and enhance brand promotion through digital media. The analysis also covers the importance of integrating new technologies with conventional communication methods, employee training, and the overall impact on strategic management. The report recommends creating employee groups for better communication with higher authorities, leveraging digital media for brand promotion, and investing in employee training programs. The conclusion highlights the benefits of technology adoption for sustained success in a competitive market, referencing key insights from Argenti (2006), Goodman (2001), Hearn, Foth and Gray (2009), and Mohamad et al. (2018).

Running head: ARTICLE ANALYSIS
ARTICLE ANALYSIS
Name of the Student:
Name of the University:
Author Note:

Article Analysis
To: Beverly Smith, CEO ABC Company
From: (Please write your name here)
Date: (Please put the required date)
Topic: Use of technology in corporate communication
Title of Article: How Technology Has Influenced the Field of Corporate
Communication
Author(s): PAULA.ARGENTI
Publication Information: Journal of Business and Technical Communication,Vol.20
No. 3 July 2006 357-370 DOI: 10.1177/1050651906287260
As per the instructions I have studied relevant articles to make an effective executive
summery about the technological influence on business communication. The purpose
of this study is to find out the opportunities and problems that can happen for the use
of advanced technology in the field of management communication.
Thesis: Influence of technology in field of corporate communication
Blueprints:
Applying new technology on various fields
The use of new technology in the corporate field can increase the production rate in
the organization. Various technology driven tools can be used for market research so
that the organizations can understand the current market scenario and the demand of
customers. “Technology has also brought new opportunities for corporate
communication” (Argenti 2006), regarding this statement we need to find the current
opportunities for the company such as promoting the company through visualization.
The company can promote its brand value and the products and services through
digital media. The integrity in the company can be improved by the technology. In
this I recommend to create employees group in the email where they can contact with
the higher authority whenever it is needed (Goodman 2001). Apart from all these,
promoting the brand more on the digital media such as internet can help the
organization to spread its goodwill among the consumers.
New technology adoption in organization
“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” (Hearn,
Foth and Gray 2009),regarding this we can create a hybrid communication system
where conventional ways of communication such as telephones can be used along
with the advanced ones such as web services. This approach of the organization can
help to maintain a good relationship with its existing stakeholders and build a good
relationship with the new consumer base and stakeholders. “Corporate
communication and information together play an important role in strategic
management planning because of the high relevance of managing positive
relationships with multiple stakeholder that have a strong impact on corporate
MNG81001 Assessment 1 Session 1 2018

survival” (Mohamad et al. 2018), so improving management communication using
improvised technology can help the company to perform well the competitive market.
Training of employees
Once the implementation of the new technology is done it is recommended to train the
employees to handle the system. Training of using the new technology helps the
employees and workers to work efficiently with the new system. Workers are
responsible for handling the various kinds of information in the organization (Argenti
2006). Company can think about allocating an amount of money which will be spent
on training the employees. In this case online learning material can be used along with
the training sessions with the experts.
This can be concluded from the above discussion that adoption of technology is going
to be beneficial for the company and will help to perform in a consistent way in the
competitive market.
MNG81001 Assessment 1 Session 1 2018

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.
Goodman, M.B., 2001. Current trends in corporate communication. Corporate
Communications: An International Journal, 6(3), pp.117-123.
Hearn, G., Foth, M. and Gray, H., 2009. Applications and implementations of new
media in corporate communications: An action research approach. Corporate
Communications: An International Journal, 14(1), pp.49-61.
Mohamad, B., Nguyen, B., Melewar, T.C. and Gambetti, R., 2018. Antecedents and
Consequences of Corporate Communication Management (CCM): An Agenda for
Future Research. The Bottom Line, (just-accepted), pp.00-00.
MNG81001 Assessment 1 Session 1 2018