Using Modern Technologies to Communicate

What is a Stakeholder?

A stakeholder is anyone who has an interest in — or is affected by — what an organisation does. Think of it this way: if a decision a company makes could impact you, you're a stakeholder.

Stakeholders fall into two broad groups:

Internal stakeholders are people inside the organisation, such as employees, managers, and owners or shareholders.
External stakeholders are people outside the organisation, such as customers, suppliers, investors, the local community, and government bodies.

Different stakeholders need different things from an organisation. A customer wants to know about products and services. An employee needs internal updates and instructions. A supplier needs order information.

Because their needs vary so much, organisations must choose how and where they communicate carefully — which is exactly why understanding communication platforms and channels matters in this topic.

Communication Platforms

Organisations use a range of digital platforms to communicate with their stakeholders, each suited to different purposes and audiences.

Websites

Websites are a public communication method — anyone with internet access can view them. They act as a permanent, always-available source of information about an organisation. Content is typically managed by a web team and updated regularly to ensure it remains accurate and relevant to visitors.

It is most appropriate when an organisation needs to share information broadly, such as product details, company news, or policies. Because the content is visible to everyone, it suits communication aimed at customers or the general public rather than specific individuals.

Social media

Social media is a primarily public communication method, though it can be used privately too. A post on a company's Facebook page or X (Twitter) feed is visible to anyone who finds it. This wide reach makes it one of the most powerful tools an organisation has for shaping how it is perceived.

It is most appropriate for reaching large numbers of people quickly — announcing a new product, responding to public feedback, or building brand awareness. However, social media platforms also offer direct/private messaging, making them flexible depending on the situation.

Email

Email is a private communication method — it is sent directly to a named recipient or a specific group. Unlike social media, there is no risk of the message being seen by unintended audiences, which makes it far better suited to confidential or detailed correspondence.

It is most appropriate when sharing sensitive, detailed, or personalised information. For example, sending an invoice to a supplier, updating an employee about a contract, or confirming a customer's order. Email creates a written record, which is useful if the communication ever needs to be referred back to.

Voice communication

Voice communication — phone calls, video calls — is a private communication method between participants. Tone of voice and immediate back-and-forth dialogue make it easier to convey nuance and emotion than any written format can reliably achieve.

It is most appropriate when a matter is urgent, complex, or sensitive, and where a real-time, human response is needed. For example, a manager resolving a complaint with a customer, or a team briefing via video call.