Corporate Communication

This model centralises Tech Comm. This model is designed to describe communications practices in companies that are highly technical, so is less descriptive of communications practice in companies whose product is not technical. As in the PTC model described earlier, Tech Comm resides between Corp Comm and PR.

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This model describes another way of operating and conceptualising Corporate Communication, Technical Communication, and Public Relations as three distinct, but interrelated, departments or functions.

A: Corp Comm and Tech Comm joint-author messages for external stakeholders; PR acts as gatekeeper
B: Tech Comm authors messages for external stakeholders; PR acts as gatekeeper
C: Tech Comm and Corp Comm joint-author messages for internal stakeholders
D: Corp Comm authors non-technical messages for external stakeholders; PR acts as gatekeeper

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Background

Oh the strange files found on ancient hard drives! This series of articles presents a document that I composed in 2008 but never finished due to reasons that escape me (workload, probably). Around that time, companies, particularly entrenched and laggardly companies, were struggling with the concepts and practices of Social Media. It was simply too new, and too noisy. Moreover, people knew it would be disruptive, so avoided the topic.

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The Communication Advantages of Social Media: ATSICR

Social Media presents challenges and opportunities, but the opportunities far outweigh the challenges. What can be achieved through adoption of sensible and organized Social Media policy and practice can be summarized in the following phrase:

Effective communication with increasingly diverse and discerning publics.

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Available and Popular Social Media Platforms

Currently, Social Media platforms take many forms. Defining categories for Social Media platforms is not simple, as they share many common functions and features. Following is a list of the main forms of Social Media platform currently available and popular. 

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Let's consider what is these days a heresy: Corporate Communication is separate to Public Relations. The two operate largely in isolation, similar to the Marketing and PR silos described in the A ("Apart"/"Silo") model.

We will call this Model X, and illustrate it using the following model:

In Model X, PR and Corporate Communication are separate. PR handles all communications targeted at external stakeholders; Corp Comm creates all communications intended for internal stake holders.

Simple? Perhaps. But in companies that offer technical goods and services, can such a separation be operationally realistic? Must there not be some informational overlap? If the public require product knowledge, yes. If internal communications contain product information, yes. Given the certainty of these practical requirements therefore, how can these two functions be isolated? Stakeholders - both internal and external - will have technical information requirements, but the model features no such explicit linkage illustrating the mode or source of this adhesive.

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