Milestone 3 - Managing Through Communication.docx - 1...

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1 Milestone 3 - External Communication External Communication Mediums To successfully address the external communication, it’s my opinion that the most important factor to consider is control. (Cardon, 2021). As Cardon explained on page 204 of our textbook, “Control refers to the degree to which communication can be planned and recorded...” (2021). When managing public scrutiny, it is important that a company takes the time to carefully plan its response. To ensure that the message doesn’t exacerbate the problem, communication should be “tightly drafted, edited and revised, rehearsed, and otherwise strategically developed before delivery.” (Cardon, 2021, p. 204). In Crisis communication: practical PR strategies for reputation management and company survival, this was better explained in the following statement: “However, if your company is under severe scrutiny, it may be advisable to prepare a controlled statement whereby you provide a response but are not subjected to a verbal inquisition by the journalist.” (Anthonissen, 2008, p.123). For these reasons, I believe the medium should be written. Although I may have filtered communication channels by deciding on a written statement. There are still many platforms that RIM can use to deliver the message. Selecting the correct platform to share this written message will be affected by the target audience chosen. In this case, I believe, it is more appropriate to share the message as a response directly to BGR. Most people that are interested in the topic, will continue to follow BGR as the original poster of the anonymous letter. Therefore, responding to BGR directly will ensure that the message is spread
2 among interested parties quicker. As Cardon explains in the Bonus Chapter of the book, Crisis Communication Messages, “Companies should choose channels to match their audiences. If the company is responding to a video on YouTube, it should use YouTube to respond.” (2021, p. BC- 14). After the response to BGR, RIM should consider other mediums to continue promoting the message. External Communication Target Audience Deciding the appropriate target audience is necessary “to understand their needs, values, and how they are influenced...” (Cardon, 2021, p. 297). As explained by Littlefield & Sellnow, “Perhaps most importantly, a focus on dialectical tensions demands audience awareness and analysis. If, after all, an organization perceives communication tensions arising during a crisis, that organization must recognize with whom the tensions exist.” (2015, p.140). Externally, the tension exists with industry analysts. Bloggers, like 21-year-old Jonathan Geller (founder of BGR), who was passionate about the industry (Pofeldt, 2015). It’s important to recognize that

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