Advances in digital technology enable organisations to engage in two-way, dialogic communication for improved connectivity with stakeholders. However, the willingness of organisations to leverage on such forms of communication is questionable, particularly in relation to communicating about a crisis. In this article, we examine the corporate web communication practices of Tabung Haji, a corporation plagued by allegations of financial mismanagement. Drawing on a framework for assessing effective corporate communication, we examined the corporate web disclosure practices of the organisation as manifested in its website and Facebook page. While there was evidence of opportunities for dialogic communication with stakeholders, the analysis revealed that efficient communication was compromised because the organisation continued to practice strategic silencing and selective disclosure of information. As such, relational connectivity was weak, and there appeared to be a reluctance to leverage on text-external features offered by web communication to mitigate reputational risk.
Corporate Communication Through Social Networks: The Identification of the Key Dimensions for Dialogic Communication