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1、DigitalStrategiesforPowerfulCorporateCommunicationChapter3:TheDigitalMediator:OnlinePlatformsCreateCommonGroundforMarketingandCorporateCommunicationsByintroducingtheconceptofintegration,Chapter2teasedthenotionthat,priortoPR’stransformationintothemodern-daycorp
2、oratecommunicationfunction,marketingexecutivesenjoyedgreaterprominencewithincorporations,thanksinparttotheirinherentabilitytoquantifytheimpactmarketingcampaignshadonthebusiness’bottom-line.Today,though,PR’skissingcousin—andonceitsgreatestcompetitorforbudgetsan
3、daccesstotheC-suite—hasbeenhumbledbystakeholders’decreasingresponsivenesstotheone-waymessagedisseminationthatthemarketingdisciplineisfoundedon.Tomarketers’dismay(andperhapsPRexecutivesaswell),thediscrepanciesbetweenthetwodisciplineshavefadedtogray,andmanyorgan
4、izationshaveacknowledgedthisbyrestructuringreportingrelationshipstoincludemarketingwithintheumbrellaofcorporatecommunication.Thischapterrevealshowtherapidgrowthofdigitalcommunicationschannelshasbeenthekeydriverinthisintegration,asmarketersaretraditionallytrain
5、edtohandleone-wayoutreach(intheformsofadvertisingandpublicity),whilePRprofessionalsaremoreinclinedtowardtwo-wayconversationswithstakeholders,nottomentionreputationbuildingandmessagedevelopment.Becauseofthis,corporationsareincreasinglyrelyingonthecorporatecommu
6、nicationfunction—and,often,outsidePRagencies—toengagestakeholderswithviral,word-of-mouth(WOM)andbuzzmarketinginitiativestodriveactionthroughengagement.SuggestedreadingsfromthesocialmediabookwrittenbyPaulArgentiwithCourtneyBarnes(tobepublishedinAugust2009).ForD
7、artmouthinternaluseonlyÑnotforreproductionorre-use.ProvidedasadvancereadingfortheDartmouthCommunicatorsConferenceonSocialMedia,April30-May1,2009.Thisdiscussionwillbeframedinthecontextofanorganization’sbrandandreputation—twointangiblefactorsthatmarketersareless
8、equippedtomanageintheageofdigitalcommunications.Ourchapterwillthenidentifythedigitaltoolsbestsuitedforonlinemarketingcommunications;thebestpracticesformakingthemsuccessful;andexamp
