Before few decades, our homes were places that hold, between its walls, all of our private

interaction between our family members. As a result of this interaction, many inside stories would result and would be kept inside our homes walls. Those stories might leak outside of those walls to the nearest nighters, relatives and friends. This picture is not there anymore in our world now with the revolution of the information transmission and receiving technology (Seitl & Rockefeller 2007 ). People are connected without any limitation or extent .Not only our private family problems are possibly transferred out to our close friends and relatives, but also it can be discussed in another part of the world within no time. Similarly, the walls of our organizations in the current time can be described as vertual walls that are not able to hold the internal communication inside the organization away from the external communication with the public. This interaction can affect the image and the function of that organization. Therefore, the scholars and researchers now are constantly trying to broaden their previous knowledge about the strategic communication with the huge informational revolution changes ( Ihlen, Ruler & Fredriksson 2009). One example for this kind of interaction between the internal and the external communication is what is happening now with the media organizations like the newspapers and the TV stations. Many inside stories in the organizations might affect the whole image of it. For example, people could change their opinion about a newspaper or a TV channel based on media propaganda about a scandal related to one of their journalist or even after

reading one single comment on twitter or facebook. This scandal or tweet could indirectly inferred to the whole organization. Therefore, many media organization are carefully trying to build an image about their internal environment in a way that help them keep and, also, enhance the number of their reader and viewer. From my personal experience working as a TV journalist and news anchor, my channel was constantly careful about what the media said about its employee. For instant, the channel had to hair a new general manager. This new manger is a very famous writer in one of the most respected news paper in the Arab world. His articles were described as one of the most liberal article discussing the issues in the Middle East. However, once the channel have haired him many rumors were started about the way he will direct the channel and whither or wither not his political interpretations would reflect on the channels policy. As a result of that, his conservative opponents started not only to watch the news segments on the channel very closely, but also they started to investigate his actions inside the channel. In order to do that, they used the blogs and the facebook pages that belong to the employees. Surprisingly, they published articles and pictures using those websites trying to change the public opinion about the news channel and its mission using some articles and picture from those internet pages. At that point, the channel realized the importance of making a new strategic plan for their public relations mission. This plan involves not only the public relations department but also many other departments. For example, The channel started to inform

the employees about the importance of keeping their personal opinions away from the integrity of their channel. They published many articles and interviews addressing that the channel is not responsible for any personal opinion that belongs to any of their employees. In conclusion, we can obviously understand the importance of studying the strategic communications and its continues changes by the academic eyes. However, the studies now are focusing on the previous theories that could be applied into this field and its current applications. References Ihlen, ., Fredriksson, M., & Ruler, B. V. (2009). Public relations and social theory: key figures and concepts. New York: Routledge. NLRB Challenges Termination of Employee Based on Facebook Posting : Employment Law Watch. (n.d.). Employment Law Watch : Employment & Labor Lawyer & Attorney : Reed Smith Law Firm. Retrieved February 06, 2011, from http://www.employmentlawwatch.com/2010/11/articles/employmentus/nlrb-challenges-termination-of-employee-based-on-facebook-posting/ Seitel, F. P., & Rockefeller, D. (2007). The practice of public relations. Harlow: Pearson Prentice Hall.