Navigating Digital Communication and Challenges for Organizations


  • José Gabriel Andrade, Universidade do Minho, Portugal
  • Teresa Ruão, Universidade do Minho, Portugal

Full Chapters Due: October 10, 2021

Submission Date: October 10, 2021

The dialogue between organizational communication and digital communication is a common practice in contemporary organizations. This cross working allows the development of new narratives inside and outside organizations, causing communication professionals to face a moment of change in communication management, regarding form, content and production. Digital communication is not developing a virtual world, but a real virtuality integrated with other forms of interaction in an increasingly “hybridized” everyday life. In fact, the relationship between organizations and its publics evolved into more symmetrical models – allowed by digital media -, being imperative the recognition of the inevitable involvement of citizens in organizational communication processes that give rise to new business and institutional choices. On the other hand, the relationship that audiences establish with organizational information in digital environments may also interfere with the way in which each individual experiences daily life. Thus, the impacts are conjoint and paradoxical. It is well known that public involvement has the power to promote an active circulation of media content and that this can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations and content production suggest a relational logic between audiences and media, through new productivity proposals.

In this sense it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, it can be observed a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Thus, the goal of this book Navigating Digital Communication and Challenges for Organizations is to provide an in-depth review of research related to the concepts and theories around topics such as Publics and Productivity, Interactivity and Participation in organizational communication settings, including, but not limited to conceptualizations, theoretical foundations, conceptual analysis, empirical studies, cases, applications, and interventions. We aim to contribute to an improvement in our understanding of Digital Communication in Organizations, and to present resources to better navigate this difficult times of organizational communication management.

Recommended Topics

1. Digital Organizational Communication

1a. Internal Communication

1b. External communication

2. Digital Strategic Communication

2a. Advertising

2b. Public Relations

2c. Press Advisory

3. Digital Communication

3a. Information Technology

3b. Social Media

4. Transmedia

5. Publics and Audiences