Using New Media to Enhance Corporate Communication and Corporate Image: A Study of ECG

Abstract

The study aimed at examining the use of new media to enhance Corporate Communication and Corporate Image, using ECG as case. The main objectives were to ascertain the type(s) of new media tool(s) used by the ECG social media unit for internal communication, to assess the new media tool(s) used for external communication in ECG, and to examine the various challenges associated with using such new media tools to enhance corporate communication and corporate image. The Systems Theory of public relations was to measure the relationship building efforts using new media tools. The study employed the qualitative research design. Hence, an interview guide was used to collect data. The findings revealed that, ECG used Facebook; Intranet; Corporate emails; internally developed application, Powerhub; and Kaizela- a Microsoft application for internal communication. ECG also used Facebook, Twitter, Instagram, Youtube, WhatsApp and ECG website for external communication while ECG was challenged by the creation of parody accounts, bad comments by customers and the possibility of a staff sending a message that is contrary with the company position. Also, the use of new media has contributed improvement in the corporate communication and corporate image of the ECG.