Institutional communication models and strategies adapted to New Media

Abstract

New media has revolutionized the way that organizations communicate with their stakeholders. The traditional models of communication, such as mass communication, word of mouth, and direct mail, are no longer enough to reach today's audiences. In order to be successful in this new media environment, organizations must adapt their communication models and strategies to take advantage of the opportunities that new media provides. This paper will explore the various models and strategies that organizations can use to effectively communicate in the new media environment. The first step in adapting communication models to new media is to understand the various ways that people consume and interact with digital content. There are three main models for communicating with an audience online: broadcast, engagement, and relationships. Broadcast communication is a one-way communication model that is used to reach a large audience with a single message. This model is typically used when an organization has limited resources or time and needs to quickly disseminate information to a large group of people. Engagement communication is a two-way communication model that encourages people to interact with content by providing feedback, comments, and opinions. This model is best used when an organization wants to build relationships with its audience and create a dialogue. Finally, relationship communication is an ongoing communication model that focuses on building long-term relationships with stakeholders by providing timely, relevant, and personalized content. This model is best used when an organization wants to establish loyalty and trust with its target audience.