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Communication advocacy must deal with the media...both as a producer and definer of culture. Many of CSU’s public relations and organisational communication graduates are industry leaders or work in major national organisations and consultancies. Since the core essence of social media is its openness and transparency, governance was the area that generated the most amount of debate amongst interviewees. Pick any part of the industry – TV, telecoms, radio – and you’ll find long-established business models being turned upside down on a regular basis.

Pages: 143

Publisher: Stewart Andrew Alexander; 2 edition (April 21, 2015)

ISBN: B00WH7U9BY

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Should HDC’s be disseminating company information on Twitter? Not surprisingly, the larger and more dispersed the organisation, the more difficult its digital governance. “How do I keep up? Twitter is the latest fad, but that will change soon enough. Previously it was Facebook and before that MySpace. Everyone seems to be getting carried away by the latest trend.” However participants (notably from the agency sector) commented that communicators need to focus on their audiences first, rather than worrying about the channel. “Identify what is the real communications priority for your business and then decide the channels, not the other way around.” The speed of response required when engaging with new media was another challenge identified by participants: “There is still reluctance for companies to participate – they’re scared and think there are rules that they’re going to break , source: Media Industry in Europe Media Industry in Europe.

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