Alumna Dissertation Explores the Effectiveness of Social and Digital Media Communications

PhD in Leadership and Change alumna and Senior Vice President of Corporate Affairs at ECMC Group, Iris Cumberbatch has just published her dissertation entitled, Exploring the Effectiveness of Social and Digital Media Communications on Organization-Public Relationship Building with Employees.

The study acknowledges the increasing use of social and digital media channels to interact with a wide array of stakeholders as public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. Within the study Dr. Cumberbatch addresses a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool and assesses employees’ perceptions of their organization with respect to five communication concepts, both in general and based specifically on the company’s social media communications.

Review the full dissertation here!