A well thought out and transparent set of external

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How could RIM have handled this situation better? A well-thought-out and transparent set of external communications that were directed at the varied audiences that mattered the most; delivered in the correct mediums for those audiences while preparing for any conflicts that mightarise due to those communications.Mediums to Use and Target AudienceWhile RIM is considered a tech-based company (with the BlackBerry being regarding as the world’s first “smartphone”) the external communications should be delivered in a variety of ways (not just those with tech) [ CITATION Res20 \l 1033 ]. There is a good argument to be had about delivering this message “in person,” or via a filmed video. Delivering bad news (or, in this case, response to negativity) in person allows communication that is rich and evolving[ CITATION Pet17 \l 1033 ] and lets the speaker show their empathy, dedication, and passion with visual and vocal cues. The open letter format that was initially used by the anonymous employee is not a poor delivery method either[ CITATION Jon11 \l 1033 ]; RIM could choose to respond using the same outlet. By hosting the letter on the same news site, Boy Genius Reports, they would be keeping the information cohesively available to consumers and the media. The difficulties with both of these mediums are that the speakers (or writers) do not have immediate access to their audience and cannot answer any concerns organically[ CITATION Pet17 \l 1033 ].The original anonymous letter was written in an “open letter” format and posted on a well-know technology news website called Boy Genius Reports [ CITATION Jon11 \l 1033 ]. This meant that not only did the employees at RIM see the letter but also the public, the media, and their consumers. The external communication should heavily center on who their consumer might be, what kind of media might be picking up the news and what both of those audience types have in common and where they differ. The communication should also take into account that people
13interested in RIM tend to be that way because they appreciate the security that BlackBerry phones possess[ CITATION Res20 \l 1033 ], they are mild to effectively tech-savvy, and they areinvested in some way to the Smartphone/App development market. External Communications ExampleAn Open Response from RIM Executives – To be delivered in either letter format or read at a press conference/recorded in a shareable video Recently, an “open-letter” style message was published on the Boy Genius Reports website on June 30th, 2011. The person called themselves a high-level employee with RIM and addressed our CEOs, Jim Balsillie and Mike Lazaridis, directly. It is moderately difficult to address anonymous commentary, however, the management team at RIM is dedicated to addressing the company’s great opportunities as well as the challenges mentioned.We are currently in an era of exceptional technological shifts and changes. RIM is committed to managing this ever-evolving technology environment with as much passion, dedication, and

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