CORPORATE COMMUNICATION: COMMUNICATION TECHNOLOGIES

COMMUNICATION TECHNOLOGIES

Communication is a process that allows beings - in particular humans - to exchange information by one of several methods. Communication requires that some kinds of symbols from a kind of language are exchanged. There are auditory means, such as speaking or singing, and nonverbal, physical means, such as body language, sign language, paralanguage, touch or eye contact.

The beginning of human communication through artificial channels, i.e. not vocalization or gestures, goes back to ancient cave paintings, drawn maps, and writing.

A book titled "Five Epochs of Civilization" by William McGaughey (Thistlerose, 2000) divides history into the following stages: Ideographic writing produced the first civilization; alphabetic writing, the second; printing, the third; electronic recording and broadcasting, the fourth; and computer communication, the fifth. The media affects what people think about themselves and how they perceive people as well.

The latest trend in communication, termed smartmobbing, involves ad-hoc organization through mobile devices, allowing for effective many-to-many communication and social networking.

Two types of communication are essential - external and internal.

External communication reaches out to the customer to make him or her aware of your product or service and to give the customer a reason to buy. This type of communication includes your brochures, various forms of advertising, contact letters, telephone calls, Web sites and anything else that makes the public aware of what you do.
Image is extremely important in external communication! Your logo should represent who you are; your letterhead should be a selling tool; your telephone message should reflect your professionalism.

Internal communication is essential to attracting and retaining a talented staff. You must provide the direction for the company by consistently communicating that message; you must motivate your staff through various forms of communication, which can include awards, newsletters, meetings, telephone calls and formal and informal discussions.

Electronic media

In the last century, a revolution in telecommunications has greatly altered communication by providing new media for long distance communication. The first transatlantic two-way radio broadcast occurred on July 25, 1920 and led to common communication via analogue and digital media:
Analog telecommunications include traditional telephony, radio, and TV broadcasts. Digital telecommunications allow for computer-mediated communication, telegraphy, and computer networks.
Communications media impact more than the reach of messages. They impact content and customs; for example, Thomas Edison had to discover that hello was the least ambiguous greeting by voice over a distance; previous greetings such as hail tended to be garbled in the transmission. Similarly, the terseness of e-mail and chat rooms produced the need for the emoticon.

Modern communication media now allow for intense long-distance exchanges between larger numbers of people (many-to-many communication via e-mail, Internet forums). On the other hand, many traditional broadcast media and mass media favor one-to-many communication (television, cinema, radio, newspaper, magazines).

Mass media

Mass media is a term used to denote, as a class, that section of the media specifically conceived and designed to reach a very large audience (typically at least as large as the whole population of a nation state). It was coined in the 1920s with the advent of nationwide radio networks and of mass-circulation newspapers and magazines. The mass-media audience has been viewed by some commentators as forming a mass society with special characteristics, notably atomization or lack of social connections, which render it especially susceptible to the influence of modern mass-media techniques such as advertising and propaganda.

Basic Communication Tools

Specific tools that can be used for communication include:-