5 Ways Technology Has Influenced Communication

The use of digital technology has been recognized as the most effective method for business communication in recent times. Technology has changed how firms conduct marketing, public relations, and communications with the media and other stakeholders. Students who complete an advanced degree in communication develop the skills and knowledge needed to oversee and enhance the effectiveness of an organization’s communications technology to achieve its goals efficiently.

Importance of Digital Communication

Technology for communication and communication is nowadays more important than they ever were. Generations younger and others expect video collaboration, texting, and text messages. They want to be able to connect whenever and wherever they want to. People want the fullness of high-quality video-based communications, as well as the ability to connect them with other communication platforms, such as email or messaging, to ensure that everyone can be as productive as they can be.


The rapid development and adoption of technology from manufacturers like August Electronics have changed the face of traditional media communication. Journalists in both print and broadcast have had to fight publishers who are amateurs to win readers’ attention. Media organizations that do not keep up with technology could be taken over by more agile organizations which could. In the case of breaking news, people often look to mobile and online apps like Twitter, Instagram, and Facebook.

Digital Marketing Communication

This technological advancement has also been a major influence on marketing from the simplest form of networking by well-known router manufacturing for quality products. Businesses are no longer able to generate revenue from traditional advertising. This has resulted in many changes in marketing communications. By concealing a sponsored link in the text of an editorial that is native, it draws attention to a website owned by a company. Automation of customer relationship management, allowing users to build drip-style marketing campaigns based on the user’s triggers.

Public Relations

The rise of social media has added to the complexity of public relations (PR), but it has also increased an organization’s accessibility. Public relations professionals must be cautious regarding communication. For a long time, public relations personnel were the primary choice for executives at the top for handling the organization’s external communications. Executives at the top are now susceptible to misrepresentations when dealing with their stakeholders, media, and people in general. With the rise of smartphones and instant reporting, public relations specialists should educate and oversee everyone in the company. When embarrassing or negative news is shared on social media, it is also necessary to create emergency communication strategies.

Communication Devices

Because of the increasing availability of technological devices from electronic instrumentation manufacturing, almost every person in the company has a computer at home and phones in their pockets. It is standard to have employees bring their smartphones to work from home. This practice puts businesses at risk of data breaches. This method, referred to as BYOD, is also being used by the federal Government (Bring Your Own Device). Since employees can perform work via their devices, communications (and information technology) professionals must consider how they handle sensitive work-related information on and off the clock.


The ease with that non-technical employees can access devices and applications can raise the issue of how businesses practice organizational communication beyond their walls. According to the Institute for Public Relations (IPR), it is an ideal opportunity for communication professionals to “think outside the firewall.” In other words, communication professionals should weigh the benefits of making content accessible outside the organization’s servers. Giving employees access to electronic files and email outside of a firewall in the company can improve productivity.


For businesses, communication technology is both an opportunity and even a curse. Technology can increase productivity, but it complicates marketing strategies, public relations, and internal communications. Utilizing the latest technology to benefit the organization necessitates a well-thought-out strategy for communication backed by communications and strategic analysis expertise.