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External CommunicationMediumExternal communication is the information that an organization will share openly with the public and that information can include things such as services and products offered but it can also address conflicts or bad publicity that the organization is facing and effectively communicating these conflicts with stakeholders before they blow out of proportion can help the organization “save face” and establish a better relationship that is built on trust. The co-chief executive officers at Research in Motion need to not only address their employees with the use ofinternal communication, but then they will need to turn their focus to addressing their stakeholders with the use of external communication. Before deciding which medium will be the most effective to address their stakeholders, Jim Balsillie and Mike Lazaridis, must understand their audience and their audience’s needs. Gaining an understanding of their stakeholders’ values and priorities, will help the CEOs tailor the message to appeal to many, rather than just a few. After determining the values and priorities of the audience, the company will need to determine what platforms will reach the most people in the shortest period of time and then they can draft their message. In this case, a press release or press statement will be the first medium toaddress the letter that was written by a senior executive and leaked to the press, while also covering the topics of the company’s goals to improve end user experience by ensuring that consumers are getting the most innovative, cutting-edge, high-demand, quality products, and delivering stellar customer service. A press release should be chosen as the first line of
13communication to stakeholders because it will allow the company to reach a large amount of people, very quickly and “you’re likely to need a press release or statement to control how the story develops” (Conway, 2018, para.5). A press release will not only address the leaked letter to Boy Genius Report but it will also contain Research in Motion’s plans to follow up with other mediums of communication to further the communication with their stakeholders so they can keep their finger on the pulse of their customers and the public. Following the use of a press statement, Balsillie and Lazaridis will need to incorporate multiple mediums of communication with their external audience to pave the avenues of long-term relationships with audiences outside the company and they can do this with the use of a press conference, social media posts, focus groups, surveys, product launch events, and advertisements. Utilizing multiple mediums to contact and connect with larger populations of stakeholders should be used “to redirect people’s focus to the positive aspects of your brand” (Conway, 2018, para. 8).