Media and Metamedia Management

Volume 503 of the series Advances in Intelligent Systems and Computing pp 229-236


Online Organizational Communication: The Communications Department Version 2.0 in Tech Companies

  • Berta García OrosaAffiliated withUniversity of Santiago de Compostela (USC) Email author 

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In the last decade of the 20th Century, communications departments opted to create an active online presence in order to deliver information to their audiences. After a phase of relatively homogeneous strategies and parallel paths, those companies with online communications departments have chosen innovation and unique tactics adapted to their specific situation as a strategic element. As this real-world evolution was taking place, academic literature tracked its progress and analyzed this transformation of online communications departments featuring, until the present day, a panorama of relative creativity tending towards multimedia content and hypertextuality but with smaller steps being taken towards interactivity with the end user (Dader et al. 2014; Sánchez Duarte and Rodríguez Esperanza 2013). This paper aims to describe this progress and the current status of online organization communication, in addition to painting a picture of the most recent tendencies and innovation proposed by the most innovative tech companies in Spain.


Organizational communication Internet Participation Social networks Public relations