The Role of Corporate Communication in the Digital Age: An Era of Change for the Communication Profession

Abstract

The author analyses the role of Corporate Communication in the digital age. Building on the concept that Big Data is not limited to production sectors and data-driven business models, the analysis shows that Big Data implies fundamental changes in the way information in all fields of professional communications will be handled. Especially in the context of Corporate Communications, employees and executives alike face four main challenges associated with the use of Big Data in communication contexts: The “why” challenge encourages a look at how Big Data can help organisations to differentiate in their competitive environment. The “what” challenge is about reinventing content as the basic fuel of communication. The “how” challenge deals with tools for communication professionals to work with Big Data and become masters of algorithms in addition to their traditional tools. Finally, the “who” challenge reflects the changing role of communicators in the emerging new world of communication.