Potentials of Corporate Communication in New Media: The Example of a Financial Community
From Virtual Communities
Victor Porak, University St. Gallen
Corporate communication is challenged by new communication possibilities due to the rapid development of new media, as they are established by information and communications technology. Traditional corporate communication departments interact with different target groups using different media trying to generate all news on their own in order to influence opinions and to set their agenda. With the upcoming of new media this is no longer feasible: New media are interactive and enable the creation of (virtual) communities. Corporate communication has to adapt from traditional target-group- to a new community-paradigm. In new media corporate information is available on many sites and though a lot of services not necessarily influenced by the corporates themselves. Corporate communication should try to integrate those information providers in their communication concept and use them as third party endorsers. In this article we discuss why corporate communication should adopt the community paradigm and depict how this could be done. We will develop a financial community model for corporate communication.