With the dramatic proliferation of information on companies and organizations in various communication channels in recent years, there has been a profound change in the way different audiences interact with it. New responsibilities for timely and strategic internal and external communications are immense.  The importance of relationships and communications with stakeholders has grown as companies net worth increasingly depends on non financial assets like corporate reputation, social responsibility, intellectual capital, public trust, brand loyalty and employee dedication. According to a study by Ernst & Young, these intangible assets represent 30-50% of a company’s market value.