One future change Essay Example | Topics and Well Written Essays - 1000 words - 1

One future change - Essay Example In this regard, a ‘many-to-many’ model of communication has replaced the latter, requiring organizations to implement multiple online communication strategies that can counter any challenges in the event of a crisis. In the words of Gonzalez & Smith (2010); â€Å"the new internet environment demands that organizations be cognizant of facts that; there is instant access to information by their audiences, stakeholders are today more scattered given the diversity of media available online, people with issues against organizations can with the help of the internet, quickly mobilize to protect their interests and the traditional role of mass media as a gatekeeper and disseminator of information does not exist anymore†. For these reasons, organizations have evolved in their communication to audiences by being more proactive online. Pro-activity in this context require them to engage their audience on all platforms and respond to their concerns so that in the event of a crisis, the mechanisms are already in place and good relationship with the online audience created. Even with many organizations having implemented online crisis management strategies, the next few years will see an acute improvement in how some of these organizations shape their existing frameworks. In this regard, the following can be picked out as the critical issues from Gonzalez & Smith’s (2010) article that will possible be expanded in the short term: Correctly understanding an organization’s audience: As explained by Gonzalez & Smith (2010), an organization in the building materials’ manufacturing industry does not have a savvy audience as a gaming software company. These two entities cannot, therefore, employ the same crisis management strategy in the online world. Most organizations engage in business- to- business and business- to- individual levels, and this calls for a proper understanding of the audience segments so that commensurate communication models are