Internet technology is creating a new corporate communications framework, which is affecting communication channels, corporate audiences, message content and form, communication feedback and corporate personae. Confronted with a complex communications environment, which is characterized by many conflicting views and highly sensitive topics, biotechnology companies have to transmit a clear and powerful message to their target audiences. This study analyses the projection of corporate images in the 'company profile' texts published on-line by biotechnology firms in the UK.
- Corporate reputation
- On-line communication