Cyberbridging: How the communication manager role can link with the dominant coalition

Communication technicians are engaged in electronic public relations activities such as producing e‐mail newsletters, setting up teleconferences, creating Web pages, and generating electronic press releases. This paper explores how and why communication managers should use computer‐based technology and new media. The concept of cyberbridging is introduced, whereby communication managers can use electronic communication technologies (eg, the Internet, WWW and on‐line databases) to conduct environmental scanning and informal and evaluation research. Through cyberbridging activities, communication managers gain power, connect with the dominant coalition, and have input to an organisation's broader decision‐making processes. The linkages with the dominant coalition and improved relationships with key publics result in greater organisational effectiveness.