There are many different types of mediums that a

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There are many different types of mediums that a company can use for an external communication. This would include traditional print methods such as: newsletters, press releases and media stories (Lazzari, 2019). Each of these methods allow companies to gain access to the public. Although, they can become costly and they are no longer the most ideal method to gain 10 STRATEGIC COMMUNICATION CASE STUDY
access to the public. New mediums have emerged in the past decade through modern technology. Companies have the option to use mediums such as: social media, blogs, vlogs, websites, email newsletters and text message announcements. Social media is a great way to reach a large amount of the public, quickly. This is due to social media and blogs being an “easy way to reach target demographics and are a cost-effective means of promotion” (Lazzari, 2019). However, companies need to be careful with their interactions as they could experience backlash for messages that do not represent the company’s chosen stance on specific issues. Each of these options, along with the traditional mediums, will allow a company to expand their reach to potentially increase sales and the public perception. Medium(s) The ideal external communications medium for Research in Motion (RIM) is social media. This is the quickest and most cost-effective form of external communication, which would allow RIM to reach the public. Considering this specific situation occurring within RIM, the company would be able to use social media to send out information as soon as possible. Social media can be risky if it is left in the wrong hands. Therefore, RIM must be conscious of the possibility of public backlash, and appropriately assign the social media communications responsibilities (Lazzari, 2019). The person or department responsible for social media responses must understand that they are the face of the company and must act appropriately when responding to the public. Audience The main audience of external communication is the public. However, external communications can be written towards a specific demographic or directly sent to a specific group of people. Internet communications can be targeted towards a specific demographic by the use of data analytics. This would assist the company in their marketing plan as data analytics allow a company “to deliver more targeted messaging and measure their return on investment (ROI)” (GlobalWebIndex, 2017). 11 STRATEGIC COMMUNICATION CASE STUDY
Research in Motion (RIM) can use data analytics to target specific demographics and groups to ensure their public response to the issues at hand is properly distributed. Additionally, the message can be adjusted to specifically address the target audience’s main concerns. This would greatly increase the response RIM receives as the company is showing the public that they are willing to correct their previous mistakes. For example, the letter penned by a senior executive and released by Boy Genius Report (BGR) lists several specific issues. These include: “focus on the end-user experience, recruit senior software leaders, cut projects to their basics,

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