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With any change initiative, there will always be those who are either resistant to the change or believe the change will not work. To address these potential conflicts, RIM needs to have upper management, including the CEOs living the change. Employees will be more willingto embrace the change if they can see management “walking the talk.” Positive communication also needs to be a priority to offset potential conflict. The company needs to be reminded, that even during hard times, that there will be a benefit to the changes and that they must keep on the path in order to succeed.
External Communication It is already understood that businesses need effective communication strategies to survive in the marketplace. This includes both internal and external communication. In recent years with the rapid development of technology, it has become increasingly difficult to distinguish the difference between the two types of communication. The best way to define external communication in business is as a strategy that covers a wide range of methods to capture the attention of the public. The mail of goal of external communication is to reach and connect with those who are outside of your customer and stakeholder scope (internal communication). External communication includes anyone outside of your business. In the caseof RIM, this external communication is not just for promoting their brand. After the internal letter from an employee was leaked to the mainstream media, RIM is now in need to create a communication damage control plan for this unexpected situation. Because RIM is a mid to large size company, they most likely have a Public Relations department that is best trained to deal with damaging situations, like the one they are in now. Mohamed (2016) writes, “they (the PR department) swiftly and tactfully deal with crisis situations if or when they occur.” “The PR department along with upper management, need to decide and plan out how to best address their external audience in an effective manner and which mediums of communication will enhance that effectiveness” (Amaresan, 2020). Effectiveness and clarity are crucial when deciding on mediums that your information, in this case damage control, are released to the public. This information will be accessible to everyone, including your customers and stakeholders. In this circumstance, RIM should choose
a press release to address the public. Since the letter written by the employee was picked up by major media outlets, RIM a press release would be the best initial way to respond to those outlets. The press release can also be digital and print mediums. Vital Source writes, Once crisis communication teams have planned their messages, they must act under significant time pressure to compose them for various media: letters, emails, blogs, text, radio, television broadcasts and so on (2020).