Digital Communication - Essay Example

DIGITAL COMMUNICATION AND MANAGEMENT MA PUBLIC RELATIONS AND STRATEGIC COMMUNICATIONS LEEDS METROPOLITAN INDEX 0 COMMUNICATION AUDIT 1Abstract 1.2 Introduction 1.3 KLM organization view 1.4 KLM’s strategic objectives in digital communication systems 1.5 Importance of digital communication 1.6 Management and maintenance of digital communication 1.7 Advantages and disadvantages of digital communications 2.0 CHANGES TO PUBLIC RELATIONS AND COMMUNICATIONS 2.1 Abstract 2.2 Introduction 2.3 Changes to public relations and communications 2.4 Conclusion 3.0 REFERENCING 1.0 COMMUNICATION AUDIT 1.1 ABSTRACT The effective digital communications refer to the ability to come up with persuasive communications in various media through video, websites, and text, audio or animated multimedia. The Digital communication serves as a foundation skill for virtually all careers today. The modern jobs involve digital communication systems to enable the execution of the common tasks processes such as producing, receiving, delivering and conceptualizing. The process of the information audit evaluates the corporate communications personnel and the undertakings of the department of corporate communications with the designed management recommendations. With such an evaluation, the company will be able to streamline the inter-company communication effectiveness and departmental communications (NEWSOM, D., & HAYNES, J. 2014. P66). The practice put an organization in a position to realize its competitive advantages over other competitors in the industry. Corporate communications team can carry out the auditing of the situation of the digital communication. Also, outside consultants can be outsourced to undertake the practice. Digital communication audit compares the use of an electronic communication against the competitors and assists to attain a competitive advantage. It also assesses the digital communication effectiveness of an organization and shapes it to correspond with a set business objectives. A well-conducted digital communication audit will add value to the company in many ways such as maximization of sales, modification of perception, recognition of the brand, encouragement of the community support, and improvement of customer relationship (BIDGOLI, H.2006.P.415) 1.2 INTRODUCTION Auditing in communication refers to the process of cleaning out the information closet. It aims at looking what is necessary, outdated or superfluous in the communication system. It helps to evaluate the effectiveness as well as the efficiency of communication in an organization. A communication audit, in this line, refers to a comprehensive evaluation of the ability of an organization to send, receive and or share information with its stakeholders or the public such as suppliers, customers, investors, personnel and the trade partners. Communication audit appraises the suitability of information mechanisms in place to reach external and internal public of the organization. The main purpose of the communication audit is to disclose the weaknesses and strength between the management and the stakeholders and other groups such as the news media and the legislative bodies (brenda hall, 2010). One of the objectives of the communication audit is to advance future communication system by development of a strategic plan. The communication audit does its objectives through identifying the gap that should be bridged and outlining a series of recommendations. With the changing technology, another phase of communication has emerged known as the Digital Communication. The organizations and the world as a whole are gradually shifting from the phase of analogue communication to the phase of digital communication. In digital communication, the information electronically transmitted and digitally encoded. The storage and processing of the information are done by computers (GILLILAND, N.1998. p.141). 1.3 KLM’s ORGANIZATIONAL OVERVIEW “KONINKLIJKE LUCHTVAART MAATSCHAPPIJ” N.V is a Royal Dutch Airlines that is commonly known as KLM. KLM Airlines Company is embracing everything that digital offers in the communication sector. KLM is the flag bearer airline of the country of the Netherlands. The airline is scheduled to provide the cargo and passenger services to more than ninety destinations located in different countries, in the world. KLM is one of the worlds oldest airlines that still operate under brand name acquired on its formation. In May 2004, KLM airline merged with air France to form the Air France-KLM group. Nevertheless, the two airlines still operates under their respective former distinct brand names. They exist as subsidiaries of the Air France –KLM group. The group also is one of the members of the Sky Team Alliance. In fact, it is the second largest airlines in the world behind the Star Team Alliance. Therefore, to reach its worldly situated esteemed customer KLM airline has started an all-around embrace of the digital phase of communication system (Airlines, 03-02-2014). In 2010, an Icelandic volcano erupted and its ash cloud paralyzed KLM air traffic. The eruption compelled the company to cancel virtually all flights to and from Amsterdam airport. The whole situation was just like a nightmare for this Airline Company. The call center of KLM airline was overloaded and its website was too down. That was when the company initiated a move to establish a digital communication system through Facebook, twitter and other social media such as Gmail and yahoo mail. The digitalized system was aimed at giving constant airline updates on the air traffic situation. 1.4 KLM’s STRATEGIC OBJECTIVES IN DIGITAL COMMUNICATIONS SYSTEMS Service is sales: KLM sets to provide services through social media. All tweets and emails are important to the company. The company aims at increasing its sales by providing important services to customers via social media. Brand and reputation: KLM aims to uphold their brand image by offer instant and effective responses to customers. It can accomplish this via social channels. Commerce: Being a commercial company, all KLM wants is to turn all its followers in the social media into worthy customers 1.5 IMPORTANCE OF DIGITAL COMMUNICATION By the use of the digital communication, the airline company realized how beneficial the social media are in reaching instantly customers. Also, it enabled the company to directly talk to customers at any time regardless of their location. In addition, through the receipt of positive feedback from the customer especially the passengers made this airline company discover that it was in a position to advertise it brand name. The use social media helped to humanize the brand image of the company. The recognition of the brand name of KLM intensified and extended all over the world (Boon, 2012). With these vital benefits, the company introduced incentives that would see it establishes a social media department dedicated to digital communication system. Another value that KLM have through the use of digital communication and commerce is the increased market share. It means expanding its markets so that it can reach all the people in the whole continent. The company can draw customers to it by ensuring that its aircraft services are easily accessible to all those willing to buy them. The digital customers are able to book and pay for a flight ticket over the social media. However, to increase the market share is not an easy task. It is because growing to other countries requires much funding and management of the social media. The expansion process should be accompanied by a study of the religious, cultural and religious background. Otherwise, KLM airline business may suffer low profit margins. Before the expansion, it should first ensure that its activities conform to the traditional and religious beliefs of its customer. The embracement of digital communication systems by KLM Airline Company has enabled it to increase in profitability. The KLM, through digital communication, aims at attaining an increased profit margin through creating a good relationship with its digital customers and ensuring quality in all its operations so as to considerably reduce the cost. However, it should not focus entirely on increasing its profit margin and forget to ensure customer satisfaction. The percentage profits incurred annually are used to measure a company’s profitability ratio. It also aims at increasing its revenues while at the same time reducing the costs. All the available resources should be utilized properly for this to be achieved. By digitalizing the entire communication system of KLM airline, the company can have customer retention value. It retains its clients by offering their services of high quality and other maintenance services. These services include attending to digital customers 24/7 and providing instant solutions to their problems or questions. It is also able to update the digital customers on the current issues of the company. It is in this regard that KLM can build the loyalty of stakeholders. All these initiatives may act as a liability to the company, but are in favor of the satisfaction of its customers, which its key goal (American Institute of Aeronautics and Astronautics.1964.P18). 1.6 MANAGEMENT AND MAINTENANCE OF DIGITAL COMMUNICATION The management of information flow is very critical in a digital communication environment; right from the design of the social media to conveyance of information to final digital customers. KLM Company is in the process of establishing measures that will ensure an effective and efficient management of information flow over the digital communication. In a digital communication, the information flow should be based on the preferable set procedures and rules (Fischer, 2000, p. p.16). For example, handling customers complaints ought to be done in a chronological manner. In the perspective of Security management, KLM is taking all the measures possible to protect its digital communication channels. It does this by providing communication privacy that ensures security for customers information. Techniques such as encryption, secure HTP and secure sockets layer protocols are been incorporated to protect digital customers. Also, there are security measures in place that take into consideration the transaction integrity especially by guaranteeing aircraft transaction delivery. To protect digital clients’ communication devices such as computers, the company has put down initiative of monitoring active content, dealing with the cookies, using antivirus software and calling in experts for computer forensics (Walden, 2001, p. P.15). Also, to maintain digital communication processes, KLM airline has created an effective digital presence that identifies and achieves its set goals to meet the needs of digital customers. Response KLM is able to quickly respond to requirements, complaints or problems of the customers. Brand image KLM can measure sentiments of customers over online about their band and work on improving its image. Re-direction of customers In case of a flight problem, KLM can be able to re-direct customers to other means of transport. Ticket booking Customers can book tickets for their flight when are away from the airport. Service duration The company is able to provide a 24/7-customer service. TABLE 1 - Benefits of digital communication to KLM 1.7 ADVANTAGES AND DISADVANTAGES OF DIGITAL COMMUNICATIONS Digitized people and organizations are able to share televised pictures, graphics, circuits, conversations, and interactive software. The distance is not anymore an obstacle to interaction as individuals can still converse when at different geographical areas with ease. The technology has made the process of communication be a leisure activity (BARRY, J. R.at.al.2004.p3). Also, with digital devices and services such as e-cash payment and lending of money is possible. For example, KLM digital clients can pay for a flight ticket on online at any time (STABRYŁA, A.2012.p108). The conversation between individuals can take a textual or visual form. People with auditory impairment can send their messages with ease. The recipient can conveniently read the message anywhere at any time (Bradley, 2011). For instance, an agent of KLM can receive and attend to a client’s problem instantly. As there is no a time and place constraint or hindrance to communication, individuals can opt to work anytime and anywhere at their comfort especially those dealing with online jobs. Besides, a patient can work at home without conforming to working policies and office hours. With digital device, information can be permanently or temporary stored on tapes and disks in electronic form. The same information can be easily retrieved when required. On the other hand, digital communication has disadvantages such as a security problem. The computers are prone to hacking and virus affection. As a result, the private information may end up to wrong persons (FURNELL, S. 2005. P.76). Also, the computer virus may damage the computer system and cause failure of the digital communication. Sometimes, confidential information can be duplicated or modified without the knowledge of its legal owner. There are also malicious programs such as Trojans, worms and viruses that can be released to an electronic communication system. These programs are difficult to detect and dangerous to both information and the computers or any digital device (CIAMPA, M. D. 2008. P.44). There are other social media such as email that a privacy issue may be an issue. Email data pass via several routers before arriving at destinations and may be tampered with while on the network. Information can be lost or lose its form as it is transferred from one router to another. If the form is altered, the information loses its authenticity. 2.0 CHANGES TO PUBLIC RELATIONS AND COMMUNICATIONS 2.1 ABSTRACT The objective of having good communication networks and public relations in organizations such as KLM Airline Company is to analyze the communication processes, between organizations and the various stakeholders. The analysis provides ample knowledge that will help to comprehend the strategic function fulfilled by communication for organizations. Further, the study of public relations and communication helps to give advice to others from a communication point of view, deduce strategic plans for communication, establish communication campaigns and implement the research of communication. In this case, the focus is on management of communication and research. It includes the interaction within and outside organizations. For example, KLM Airline Company in regard to this discipline, it has put into consideration the study of strategic communication, issues management, theory of public relations, media relations, marketing communication, and internal communication as well as a change. Moreover, the study of organizational communication and public relations trains an individual for work to be a communication expert in the company, NGOs and public organization, as well as in consultancies, in agencies and research. Roles referred in this case include working as a spokesperson, planning and managing communication, acting in monitoring, and other expert tasks in public relations. 2.2 INTRODUCTION Public relations refers to the process of managing disperse of information between an organization or an individual and the public at large. The organization that manages the spread of information at the public interest does not anticipate direct payment in return. The aim of an organization to manage the public relation is to influence the public and stakeholders such as employee, investors, and customer to maintain a particular insight about the company, its products or leadership. The general activities in public relations include communicating with employees, speaking at conferences, helping the press, and winning the industry awards. Public relations are just a communication process that creates a mutually useful relationship between the public and organizations (BOWEN, S. A. at al. 2010. P.2) The communication process should be the one that is strategic in nature to emphasize mutually beneficial relationship. The relationship must relate to the roles of public relation in assisting to bring together individual or organization with its key stakeholders. Public relations encompass the following: The anticipation, analysis and interpretation of the public opinion, attitudes and issues management, and operations and plans that relate to the organization. The counseling of all levels of management in the organization with respect to policy decisions, courses of action in place and communication, the management public ramifications, and the organization’s social responsibilities. The conduction of research and evaluation on a continuing basis, the programs of the course of action in place and communication that will help obtain the informed public insight necessary to achieve the aims of the organization. These may entail marketing, government relations, community relations or fund raising. The planning and implementation of the effort of the company to influence or alter the public policy (BOWEN, S. A. at al. 2010. P.9) 2.3 CHANGES TO PUBLIC RELATIONS AND COMMUNICATIONS The public relations and communication is rapidly changing with advancing technology. Despite the problems of public relations, the growth of the communication industry is intensifying. Communication is fundamental to governments, economies, individuals and business in the public view. The interaction with the public audience is becoming more and more complicated (Campbell, 27-06-2013). Therefore, it does not matter whether it is the government or a ministry, a celeb or a charity, a business leader or a brand. What is important is the need for simplicity. In fact, the urge for simplicity is stronger than anything else. The public relation is about the entire public and not the media. The social media is recalibrating the relationship of the public in a positive way. It is giving more power to newsmakers, communicators, leaders and brands. Despite the dynamic of public relations, working in its industry has always been a good time – perhaps media relations because public relations are no longer depict it. Stephen Waddington defines it as a discipline of strategic management that focuses on building reputation of all its stakeholders through the promotion of mutual understanding. The change has made the industry of public relations celebrate a renaissance. There is more pleasure working with public relation industry. However, practitioners need to learn new expertise and skills to survive in the industry in the future (Waddington, 06-03-2014). KLM Airline Company is putting more effort incorporate the emerging public relations trend due to change. It is embracing new measures to facilitate reskilling for future. The progress in technology is incredibly rapid, therefore, KLM is fearlessly and willingly to test for new products. It is going beyond media to gain an insight into public. It is taking personnel for training to acquire new interpersonal and social skills that will help them during conversation and engagement with the public. KLM has realized the need to monitor a conversation and develop communities in real time. It also recognizes the need to work across all functions through integration. In this respect, it has established social media that democratizes communication. The book of press clipping is already dead and companies like KLM Airline Company need real time data. They are not willing to let off the button for the internet to ensure constant monitoring of the necessary information. There is a realization of the need to be considered and be calm, thus, organizations have set no deadlines or space constraints for their pages in the social media. All the organizations want is news to appear in real time and with its original value. The communication has a significant role in public relations. Communication created trust and made public relations grow before change begun. Further, the old elites of great influence are no longer in existence. It is in this view that the public relation is not working anymore and the media cannot help at all. Therefore, the members of the public such as businesses and politics will always be judged according to what they do and not what they say. The public relations are on its final decades. The change of Public relations has become a horrible spawn of consumers and society at large. It is encouraging wants over needs and ruining the relationship among the individuals of the public. It is seeking to manage the information or message to the public instead of allowing the members of the public to speak for them. In fact, the industry of public relation is rejoicing the “spin” over honesty. The “spin” is already dead and, therefore, the public ought to focus on actions instead of relying on words (Philips, 19-01-2014). Trend Description Skills Technology The progress is very rapid. KLM is fearlessly willing to test for new expertise Integration There is democracy in communication via social channels Skills to work across all functions. Planning KLM goes past media to gain insight into the public Analytics and numbers are increasingly significant. Conversation KLM monitors conversations of its customers and develops communities in real time KLM is embracing social and interpersonal skills. Monitoring KLM always goes for real time-data KLM runs its social media 24/7. No off button for the internet. Banding media KLM is creating its own media to reach the public Editorial skills and creativity TABLE 2 – How is KLM reskilling for the future Despite the existence of different views of public relation theories as far as its relationship with social media is concerned, it extremely important to note that the game changer of public relations is social media. The public relations experts cannot just blast out their client or brand’s information and expect to prosper. There is a need for two-way communication that will facilitate quick feedback in a personal way. It is only through social media that this can happen. The rate of sharing information is very high and public relations professionals can access rich content of information, in a short period, to share with customers seeking answers to the problem. At times, these professionals log into twitters or Facebook and converse with other professionals in an attempt to seek a solution to public relations. In the case of a new brand, public relations team acts proactively in social media to build a favorable impression of the brand (Djukic, 2011). Also, journalists seek some of their information from online sources. The public can immediately access breaking news from anywhere in the world over social media. However, the escalating use of social media sometimes poses challenges to public relation teams or professionals. 2.4 CONCLUSION It critical to note that upsetting consumers over the social media in the name of supplying them with information can cause a brand to be in a crisis. There is a need to evaluate the real crisis that can be encountered when handling a 24/7 personal service. The field of public relations must consider a number of ways to adapt with the constant changing tools of the social media. The field should focus on audience expectations and how to serve the public instead of concentrating on the channels. In respect to digital communication, the public relations professionals need to know the modern and latest digital tools. The tools include twitter, tools for monitoring social media, Google analytics and Facebook among others. 3.0 REFERENCING Airlines, K. R. D., 03-02-2014. About KLM: company profile. 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