Published Paper Details:

The emergence of new media technologies has changed the way business interact with their stakeholders maintain their reputation and deliver messages in ever changing field of corporate communication. This research focuses on the impact of new media on corporate communication with reference to the case study of Navratna public sector undertaking (PSUs), which are pivotal players in the Indian economy. Search explains how Navratna PSUs uses digital platforms like social media corporate websites, blogs, and podcasts to meet organizational goals and adjust to the changing communication landscape . With a focus on the use of cutting edge technology in branding strategies com the literature study offers of comprehensive summary of research on the incorporation of new media in corporate communication. Also highlights the significant influence dad the digital media has on consumers. This case study combines qualitative and meditative approaches to assess various data sourcing using a mixed method approach. A careful examination of effectiveness of new media in improving corporate communication within Navratna PSUs is made possible by methodological data gathering method and deliberate sampling such as document analysis and social media analytics. Triangulation provides detailed insights into the integration of new media while ensuring the validity and dependability of the findings. This case studies main goal is to evaluate how new media affect corporate communication in NavratnaPSUs by looking at give potential obstacles, difficulties and best practices. Does research also aims to bridge the gap between the theory and practice by offering practical recommendation for improving communication efficacy in digital age. This research advances corporate communication by examining goal such as crisis communication tactics and stakeholder involvement. This research contribute to advancing corporate communication practices in public sector.