Date of Award
Spring 5-24-2022
Degree Type
Thesis
Degree Name
MA Strategic Communication
Department
Communication and the Arts
Advisor
Renee Robinson, Ph.D.
Committee Member
Ruth Tsuria, Ph.D.
Committee Member
Gregory Stevens, M.A.T.
Committee Member
McKenna Schray, Ph.D.
Keywords
leadership, communication, digital communication, communication channels, public relations, external communication, social media
Abstract
As organizations embrace hybrid and remote work models, there is a growing need for organizational leaders to use digital communication channels to maintain active communication with dispersed stakeholders. The purpose of this study was to analyze what digital communication channels have been implemented by organizational leadership and why they were selected. LinkedIn, Twitter, and corporate posts from six CEOs within the New York Metropolitan area were analyzed over a four-year period. Results revealed that personal social media channels were the most frequent forms of communication. Additionally, multimedia and multichannel strategies enhanced the communication messages and led to a best practices guide for executives.
Recommended Citation
Diefenbach, Sarah M., "Digital Communication Channel Selection for Organizational Leadership: Best Practices for Interacting with Dispersed Stakeholders" (2022). Seton Hall University Dissertations and Theses (ETDs). 2999.
https://scholarship.shu.edu/dissertations/2999
