In reporting this paper by Thomas Ritter and Achim Walter one hopes to make it obvious that the PR industry has to get a bigger and better handle on the use of digital communication. If they fail to do so, thier clients will be ill served.
The paper presents a case study of a service-orientated group of social businesses in the not-for-profit sector, where a triangulated approach is employed, a three-factor model of effective e-mail use is proposed. Using focus groups, diaries and survey, the impact of e-mail was investigated on four key dimensions of internal communication at Parkside Housing Group.
Whilst overall e-mail was found to be less influential than face-to-face communication, e-mail was found to positively and specifically influence: the communication climate, where it provides a mechanism for staff to feed their views up the organisation; shared objectives and goal alignment, where it helps staff to understand the overarching goals of the organisation (the 'bigger picture'); and perceived external prestige; the construed external image of the organisation by helping the organisation to share positive publicity, and its successes, amongst staff."
Title: Matching high-tech and high-touch in supplier-customer relationships
Author(s): Thomas Ritter, Achim Walter
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2006 Volume: 40 Issue: 3/4 Page: - 310
DOI: 10.1108/03090560610648066
Publisher: Emerald Group Publishing Limited
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