Objectives what does the organisation want people to

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Objectives : what does the organisation want people to learn, think, feel or do as a result of the message? Content : what is the context and substance of the message? (For example, sensitive messages may need to be communicated face-to-face, rather than by, say, SMS text message.) Timing : how urgent is the message? (For example, communications in times of crisis which require quick dissemination of important messages.) EXTERNAL COMMUNICATION External communication is the transmission of information between a business and another person or entity in the company's external environment. Examples of these people and entities include customers, potential customers, suppliers, investors, shareholders, and society at large. Importance of External Business Communication External communication is any communicative effort specifically for people and organizations operating outside of the business. While internal communications are specifically for employees and management, external communications focus on spreading news and information about the corporation to the public, customers, and company stakeholders. Common examples of external business communications include direct mailings, financial records, press releases, and newsletters. Few specific external business communication mix are as follows a) Public Relations Although many companies focus on sales as a measure of business success, public perception is just as important to the organization's bottom line. Communications are one way to shape and define a corporation's image to the community, clients, and potential investors. External communications such as newsletters, media stories and press releases let the public know about the company workplace, philanthropic and environmental efforts, and other image- related activities, all of which serve to strengthen the public relations efforts of a company. The Message of a public relations effort may be b2b (business to business), b2c (business to consumer), or media related. The Message can take different forms. Press releases try to convey a newsworthy message, real or manufactured. It may be constructed like a news item, inviting editors or reporters
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134 to reprint the Message in part, or as a whole, with or without acknowledgment of the Sender’s identity. Public relat ions campaigns create Messages over time, through contests, special events, trade shows, and media interviews in addition to press releases. b) Advertisement Advertising places external business Messages before target Receivers through media buys. A media buy is a fee that is paid to a television network, Web site, or magazine by an advertiser for an on-air, site, or publication ad. The fee is based on the perceived value of the audience who watches, reads, or frequents the space where the ad will appear.
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