Public Relations, Branding and Authenticity

4 Communicating the projective organisation

Public relations and digital organisational forms

21st century brands are not just using digital media and technology as communication tools, instead the enabling functions of digital technology are having a fundamental impact on organisational form. Many new organisations exist solely in an online format, and traditional organisational structures and models are being challenged and changed in response to new and different digital opportunities and challenges. This is a fundamental, structural shift, which has significant implications for the relationship between organisations and stakeholders, and which goes beyond the use of digitally enabled communications techniques to influence, engage and interact. ...