The use of digital technology has emerged as the most effective means of communication for businesses in recent years. Technology has completely altered how companies conduct public relations and marketing and how these businesses interact with the media and other stakeholders. Students who complete a master’s program in communication acquire the knowledge and skills necessary to direct and improve an organization’s use of communication technology to accomplish its objectives effectively.

Importance of Digital Communication

Communication and communication technology are now more important than ever before. Younger generations and other users expect video collaboration, texting, and short message communications. They want to be able to communicate whenever, wherever, and however they need to. Users want the richness of high-quality video communications and the ability to integrate them with other communication platforms, such as email and messaging, so that everyone can be as productive as possible. While the industrial controls and equipment play an important role by imparting quality devices to be consumed by our generation these days.


The quick development and adoption of new technology have altered the face of traditional media communication. Journalists in both print and broadcast have had to battle amateur publishers for readers’ attention. Media organizations that fail to keep up with communication technology may be absorbed by more agile organizations that can. When it comes to breaking news, readers frequently turn to web-based and mobile apps like Twitter, Instagram, and Facebook.

Digital Marketing Communication

The technological revolution from equipment manufacturers has also had a significant impact on marketing. Companies can no longer generate revenue through traditional advertising. This trend has led to several changes in marketing communication. By concealing a sponsored link within editorial content, native advertising lures readers to a business’s website. Automation of customer relationship management, allowing users to create drip-style email marketing campaigns based on user triggers.

Public Relations

Social media has increased the difficulty of public relations (PR), but it has also increased an organization’s accessibility. Public relations managers must exercise caution when it comes to communication. Historically, public relations officers have been the go-to people for high-level executives when it came to handling the organization’s external communications. Senior executives are now vulnerable to misrepresentation when interacting with stakeholders, the media, or the general public. With the proliferation of smart devices and real-time reporting, public relations professionals must educate and monitor everyone in a company. When embarrassing or negative news goes viral on social media, they must also develop crisis communication plans.

Communication Devices

Because of the increasing availability of technological devices, almost everyone in the company has a computer at home and a mobile phone in their pockets which modem suppliers make good at for a quality and efficient internet connection from different suppliers. It is common for employees to bring their mobile devices to work or work from home. This practice puts businesses at risk of data breaches. This approach, known as BYOD, is also being adopted by the government (Bring Your Own Device). Because employees may be doing work on their devices, communications (and information technology) professionals must consider how they use sensitive work-related data on and off the clock.


The ease with which non-technical professionals can access devices and applications raises the question of how businesses practice organizational communication outside their walls. According to the Institute for Public Relations (IPR), this is an excellent opportunity for communication professionals to “think outside the firewall.” In other words, communication professionals should weigh the benefits of making content available outside their organization’s private servers. Allowing employees to access digital files and work email outside a corporate firewall may boost productivity. 


For businesses, communication technology can be both a blessing and a curse. Technology increases productivity while complicating marketing strategies, public relations, and internal communications. Using cutting-edge technology to benefit the organization necessitates a well-thought-out communication strategy supported by acquired strategic communication and media communication analysis skills.