MNG81001 Management Communication: Technology Impact Analysis

This report assesses the challenges and opportunities presented by technology-enabled corporate communication. It highlights the shift in power dynamics, enabling two-way information flow with stakeholders and enhancing crisis communication. The paper also examines the role of social media in amplifying corporate social responsibility (CSR) initiatives and managing corporate reputation during crises. While technology introduces risks, such as the potential for viral criticism, it also provides tools for prompt and effective crisis management. The analysis concludes that companies must embrace technology-based communication while prudently managing associated challenges. The report references Argenti (2006), Jahng and Hong (2017), and Serban (2016) to support its arguments, emphasizing the need for companies to adapt to the evolving communication landscape.

MANAGEMENT COMMUNICATION
ASSESSMENT 1- MEMO
STUDENT ID:
[Pick the date]

MEMO
To: Mr. XYZ (My Supervisor)
From: STUDENT NAME
Date: April 9, 2018
Subject: Challenges and Opportunities in workplace owing to technology enabled corporate
communication
Dear Sir
In the recent times, technology has transformed the corporate communication with both
internal and external stakeholders. This is apparent from the use of various technology
enabled tools such e-mail, social media platforms, SMS and other web enabled tools for
corporate communication. This paradigm shift has led to multiple opportunities and
challenges for the corporate workplace and the associated stakeholders (Argenti, 2006). Some
of the aspects in this regards are highlighted below.
 “Today, corporations have a different power dynamic with their constituents, who have
ready access to the mass media and can post information on blogs or other online sources”
Owing to the above difference in power dynamic, an exciting opportunity is presented to the
corporations who can engage various external stakeholders and induce a two way information
flow which was not possible using traditional communication media. This can enable the
company to engage with key stakeholders such as customers and obtain feedback (Argenti,
2006). Besides, this serves a crucial role in crisis communication with shareholders and thus
provides them additional power which corporations can use to serve their vested interests.
However, there are challenges with regards to the use of the mass media which need to be
managed to productively exploit this opportunity and build a competitive advantage (Jahng
and Hong, 2017).
 “Social media also allows companies to target more advantageously their stakeholders and
to send the right message to the right public by involving social concerns within its
business practices”
In the recent times, a disproportionate emphasis is given on CSR or corporate social
responsibility. While there are various reasons for the companies to engage in CSR activities,
one of these is to improve the corporate image and hence it is essentially a PR exercise.
Social media enables the corporation to derive maximum mileage from engaging in such
activities and thus enhance business (Argenti, 2006). This is apparent from the example of
Romanian companies which use social media based communication not to interact with the
stakeholders but more so for generation of new business based by CSR initiatives (Serban,
2016).
 “When corporates acknowledge a crisis situation and decide to respond to the public on
social media, it can mitigate the negative impact of crises on corporate reputation through
prompt information responses and increased emotional engagement with publics”
Essentially, technology is a double edged sword since on one hand, it leads to higher risk of
crisis considering the herd of social media platforms present which can be used to highlight

potential service/product/ethical issues related to a given corporation (Argenti, 2006).
However, technology enabled corporate communication can also help in management of this
crisis as prompt communication can be made with key stakeholders so as to address their
concerns and reduce the uncertainty in the given circumstance (Jahng and Hong, 2017).
Based on the above discussion, it can be concluded that the usage of technology based
corporate communication has potential opportunities but only if the associated challenges can
be prudently managed by the corporations. Also, going ahead, the companies would have to
embrace this technology backed corporate communication.
Yours Sincerely
STUDENT NAME
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
Jahng, R. and Hong, S. (2017) How Should You Tweet?: The Effect of Crisis Response
Voices, Strategy, and Prior Brand Attitude in Social Media Crisis Com Corporate Reputation
Review 4(2), pp. 7-17
Serban, A. D. (2016) CSR as Corporate Power. A Communication View Facebook Approach:
An Exploratory Study Management Dynamics in the Knowledge Economy, 4(1), pp. 31-61