By Joan Abaasa
Communications Intern
Mr Ian Rumanyika, the Team Lead at Node Group has emphasised the significance of strategic communication in the digital age.
He underscored the importance of understanding and engaging key audiences to advance organisational interests, mission, vision, values, policies, and strategic objectives. He also noted the need for tailored communication to effectively connect with audiences and achieve desired outcomes.
This was during his presentation on corporate communication in the digital age at the 28th Annual Seminar of the Institute of Certified Public Accountants of Uganda.
"The new currency is digital," he said, highlighting the transformative impact of digitalisation on communication strategies. He delineated the evolving landscape of communication, drawing a comparison between the present and the pre-COVID era.
He also identified the current dominance of digital channels, where businesses must establish a robust online presence to remain competitive.
“If you are an accountant and you are not awake to the digital landscape, there is a possibility that you will be obsolete,” he cautioned.
He noted the continued emergence of new social media platforms, necessitating adaptability in communication strategies. He stressed that email communication is an effective channel for professional correspondence.
The opportunities in digitilisation include economic growth, centralised government service, e-learning, and most importantly for accountants, a reduced volume of manual work, and enhanced accuracy and efficiency, allowing for focus on advisory and management support.
This notwithstanding, digitilisation poses challenges such as cybersecurity threats, data breaches, reduced face-to-face interaction, information overload and the risk of leaking information, among others, and hence the need to have in place policies and prudent risk management strategies.
Themed "Empowering Change for Corporate and Personal Growth," the 28th Annual Seminar was held from 20-22 September 2023 at the Imperial Resort Beach Hotel.
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