Corporate Communications in the Digital Era: A Post-COVID Multistakeholder Approach

What is this article about?

This editorial explores the accelerated digitalization of corporate communications during the COVID-19 pandemic. According to Romero-Rodríguez and Castillo-Abdul, companies were forced to reinvent internal and external communication dynamics, balancing technological adaptation, employee well-being, and stakeholder engagement in a digitally saturated world.

Why is it important?

This article explains that the pandemic was a turning point for corporate digital strategy. Organizations had to quickly implement remote work, video conferencing, and digital platforms, often without preparation or training, leading to burnout, digital fatigue, and communication overload.

Key Insights: How communication changed in organizations

1. Internal stakeholders face digital strain

• Remote work brought emotional stress, lack of boundaries, and loss of social cohesion.

• Extended hours, overload of meetings and emails, and family-work overlap created new risks.

2. Digital gaps persist

• Not all stakeholders adapt equally—older adults, rural populations, and low-skill users are excluded.

• Example: Digital-only banking left many without access due to branch closures.

3. External communication shifted to social platforms

• Instagram, YouTube, and TikTok became vital for brand engagement and emotional connection.

• Emergence of influencers, streamers, and podcasts reshaped audience expectations.

Academic Trends in Digitalization

• Bibliometric data shows a surge in research on digital work since 2017.

• Topics span from computer science and business to education, psychology, and communication.

Future Challenges: What comes next?

This article emphasizes that “digital by default” must not mean exclusion. Organizations must balance innovation with accessibility:

• Promote training programs for interface and platform use.

• Create policies for right to disconnect and work–life balance.

• Invest in inclusive strategies to avoid a two-speed digital society.

FAQs

Q: What triggered the digital shift in corporate communications?
A: The COVID-19 pandemic forced rapid remote work adoption and digital strategy improvisation.

Q: What are the internal risks of digital transformation?
A: Burnout, communication overload, and weakened team cohesion due to lack of physical interaction.

Q: How should organizations respond?
A: Through training, inclusive digital policies, and balanced work cultures that protect well-being.

Q: What platforms lead external digital communication now?
A: Social media like Instagram, YouTube, TikTok, and podcasts dominate brand storytelling and engagement.