Title

Digital Media: Challenges and Opportunities for Communication and Marketing Professionals

Date of Award

11-17-2009

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Steven Reiquam

Keywords

digital media; marketing; public relations; social media; social networking

Abstract

From breaking news stories to near real-time customer service, online social networking sites are revolutionizing human communication. It's no wonder that businesses are scrambling to find a piece of the pie. Digital media usage is soaring and the Web has transformed the rules of communication from marketing communication to public relations. With shrinking budgets and today's economic crisis, businesses need to act quickly and creatively to reach customers directly and incorporate strategic social media marketing and communication planning into their operations. This capstone includes a survey of public relations and marketing professionals and explores the opportunities social media and digital communication present for business and communication professionals.

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