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The rapid advancement in technology, especially in the field of communication means and platforms, has significantly impacted the world communication landscape.
It has indeed shortened distances between people across geographic boundaries and allowed news to travel at unprecedented speed and ease across the world.
Obviously, the business sector was the first to benefit from these massive technological breakthroughs.
Companies in today’s world endeavored to utilize these latest scientific advances in their work to expand their reach and gain competitive advantage by attracting a wider audience base of different cultures, languages and races.
As a company’s success is gauged by the size of its audience, it therefore needs to maintain an open communication and good relations with them.