Chapter 7

Corporate Communication in the Digital Age

In Chapter 4, we discussed the importance of digital writing in a range of corporate contexts. We looked at how the interactions enabled by the newest digital technologies and social media have become a great opportunity for organizations to engage in intense interaction with their customers and external stakeholders. We also saw, however, how they can make it difficult to maintain a coherent corporate identity and message. The case of lululemon showed how crucial language and the formulation of messages can become in corporate communication, especially when customer retention and loyalty are at stake. We also saw how other factors, such as the timing of messages, can have a serious impact ...

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