The Importance Of The Internet
Accompanying this revolution has been a growing demand for businesses to disclose more relevant information to an ever-wider group of stakeholders, on a more frequent and timely basis. To meet stakeholder demands for greater speed and volume of communications, businesses can make use of the Internet as a more effective way of communicating.
The Internet is also changing the rules of communication engagement as it affects the position of organizations and their publics in the communication flow structure. The public now has greater say on how the image of an organization should be judged and this presents special challenges to organizations. Being an active platform the Internet is ‘populated’ by people who are interested in issues and actively speak for or against such issues. It is therefore very difficult to suppress adverse opinions. In fact one of the major effects of the Internet is to speed up the formation of …show more content…
Yet it does enable collaborative content creation, instant publishing, and can channel the attention of the many onto the “same identical problems”, all of which pose both opportunities and risks for businesses.” Rather than asserting that the Internet itself acts as a public sphere, it is safer to suggest that certain websites and online media content perform public sphere functions. Nonetheless, the Internet is a very important medium for corporate communication. However, considering the speed of the Internet and the simultaneous ‘viral’ dissemination it allows, it becomes even more pertinent for business people and marketing professionals to harness the framing of messages for the benefits of their organizations.
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