{"id":203,"date":"2017-08-07T17:34:28","date_gmt":"2017-08-07T17:34:28","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/atd-tc3-management\/?post_type=chapter&p=203"},"modified":"2017-08-07T17:34:28","modified_gmt":"2017-08-07T17:34:28","slug":"communication-channels","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/atd-tc3-management\/chapter\/communication-channels\/","title":{"raw":"Communication Channels","rendered":"Communication Channels"},"content":{"raw":"
\r\n
\r\n

Learning Objectives<\/h3>\r\n
    \r\n \t
  1. Understand how communication channels affect communication.<\/li>\r\n \t
  2. Recognize different communication directions within organizations.<\/li>\r\n<\/ol>\r\n<\/div>\r\nThe channel, or medium, used to communicate a message affects how accurately the message will be received. Verbal, written, and nonverbal communications have different strengths and weaknesses. In business, the decision to communicate verbally or in written form can be a powerful one. In addition, a smart manager is aware of the nonverbal messages conveyed by either type of communication\u2014as noted earlier, only 7% of verbal communication comes from the words themselves.\r\n
    \r\n

    Information Richness<\/h2>\r\nChannels vary in their\u00a0<\/span>information richness<\/em>. Information-rich channels convey more nonverbal information. As you may be able to guess from our earlier discussion of verbal and written communications, verbal communications are richer than written ones. Research shows that effective managers tend to use more information-rich communication channels than less effective managers. The figure below illustrates the information richness of different information channels.\r\n
    \r\n\r\nFigure 12.16<\/span>\u00a0<\/span>Information Richness\r\n\r\n\"\"<\/a>\r\n
    \r\n\r\nSource<\/em>: Adapted from information in Daft, R. L., & Lenge, R. H. (1984). Information richness: A new approach to managerial behavior and organizational design. In B. Staw & L. Cummings (Eds.),\u00a0<\/span>Research in organizational behavior<\/em>\u00a0<\/span>(Vol. 6, pp. 191\u2013233). Greenwich, CT: JAI Press; and Lengel, R. H., & Daft, D. L. (1988). The selection of communication media as an executive skill.\u00a0<\/span>Academy of Management Executive<\/em>,\u00a0<\/span>11<\/em>, 225\u2013232.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\nLike face-to-face and telephone conversation, videoconferencing has high information richness because Receivers and Senders can see or hear beyond just the words\u2014they can see the Sender\u2019s body language or hear the tone of their voice. Handheld devices, blogs, and written letters and memos offer medium-rich channels because they convey words and pictures\/photos. Formal written documents, such as legal documents, and spreadsheets, such as the division\u2019s budget, convey the least richness because the format is often rigid and standardized. As a result, nuance is lost.\r\n\r\nIn business, the decision to communicate verbally or in written form can be powerful. In addition, a smart manager is aware of the nonverbal messages conveyed by either type of communication\u2014as noted earlier, only 7% of a verbal communication comes from the words themselves.\r\n\r\nWhen determining whether to communicate verbally or in writing, ask yourself:\u00a0<\/span>Do I want to convey facts or feelings<\/em>? Verbal communications are a better way to convey feelings. Written communications do a better job of conveying facts.\r\n\r\nPicture a manager making a speech to a team of 20 employees. The manager is speaking at a normal pace. The employees appear interested. But how much information is being transmitted? Not as much as the speaker believes! Humans listen much faster than they speak. The average public speaker communicates at a speed of about 125 words a minute. And that pace sounds fine to the audience. (In fact, anything faster than that probably would sound weird. To put that figure in perspective, someone having an excited conversation speaks at about 150 words a minute.) On the basis of these numbers, we could assume that the employees have more than enough time to take in each word the manager delivers. And that\u2019s the problem. The average person in the audience can hear 400\u2013500 words a minute.\u00a0<\/span>The audience has\u00a0<\/span>more than enough time<\/em>\u00a0<\/span>to hear. As a result, they will each be processing many thoughts of their own, on totally different subjects, while the manager is speaking. As this example demonstrates, oral communication is an inherently flawed medium for conveying specific facts. Listeners\u2019 minds wander! It\u2019s nothing personal\u2014in fact, it\u2019s totally physical. In business, once we understand this fact, we can make more intelligent communication choices based on the kind of information we want to convey.\r\n\r\nThe key to effective communication is to match the communication channel with the goal of the communication.\u00a0<\/span>For example, written media may be a better choice when the Sender wants a record of the content, has less urgency for a response, is physically separated from the Receiver, doesn\u2019t require a lot of feedback from the Receiver, or the Message is complicated and may take some time to understand. Oral communication, however, makes more sense when the Sender is conveying a sensitive or emotional Message, needs feedback immediately, and does not need a permanent record of the conversation. Use the guide provided for deciding when to use written versus verbal communication.\r\n
    \r\n\r\nFigure 12.17<\/span>\u00a0<\/span>Guide for When to Use Written Versus Verbal Communication\r\n\r\n\"\"<\/a>\r\n\r\n<\/div>\r\n
    \r\n

    Business Use of E-Mail<\/h2>\r\nThe growth of e-mail has been spectacular, but it has also created challenges in managing information and an ever-increasing speed of doing business. Over 100 million adults in the United States use e-mail regularly (at least once a day).\u00a0<\/span>I<\/span>nternet users around the world send an estimated 60 billion e-mails every day, and many of those are spam or scam attempts. That makes e-mail the second most popular medium of communication worldwide, second only to voice. A 2005 study estimated that less than 1% of all written human communications even reached paper\u2014and we can imagine that this percentage has gone down even further since then To combat the overuse of e-mail, companies such as Intel have even instituted \u201cno e-mail Fridays\u201d where all communication is done via other communication channels. Learning to be more effective in your e-mail communications is an important skill. To learn more, check out the business e-mail do\u2019s and don\u2019ts.\r\n
    \r\n

    Business E-Mail Do\u2019s and Don\u2019ts<\/h3>\r\n
      \r\n \t
    1. DON\u2019T send or forward chain e-mails.<\/li>\r\n \t
    2. DON\u2019T put anything in an e-mail that you don\u2019t want the world to see.<\/li>\r\n \t
    3. DON\u2019T write a Message in capital letters\u2014this is the equivalent of SHOUTING.<\/li>\r\n \t
    4. DON\u2019T routinely \u201ccc\u201d everyone all the time. Reducing inbox clutter is a great way to increase communication.<\/li>\r\n \t
    5. DON\u2019T hit Send until you spell-check your e-mail.<\/li>\r\n \t
    6. DO use a subject line that summarizes your Message, adjusting it as the Message changes over time.<\/li>\r\n \t
    7. DO make your request in the first line of your e-mail. (And if that\u2019s all you need to say, stop there!)<\/li>\r\n \t
    8. DO end your e-mail with a brief sign-off such as, \u201cThank you,\u201d followed by your name and contact information.<\/li>\r\n \t
    9. DO think of a work e-mail as a binding communication.<\/li>\r\n \t
    10. DO let others know if you\u2019ve received an e-mail in error.<\/li>\r\n<\/ol>\r\n<\/div>\r\nAn important, although often ignored, rule when communicating emotional information is that e-mail\u2019s lack of richness can be your loss. As we saw in the chart above, e-mail is a medium-rich channel. It can convey facts quickly. But when it comes to emotion, e-mail\u2019s flaws make it far less desirable a choice than oral communication\u2014the 55% of nonverbal cues that make a conversation comprehensible to a listener are missing. E-mail readers don\u2019t pick up on sarcasm and other tonal aspects of writing as much as the writer believes they will, researchers note in a recent study.\r\n\r\nThe Sender may believe she has included these emotional signifiers in her Message. But, with words alone, those signifiers are not there. This gap between the form and content of e-mail inspired the rise of emoticons\u2014symbols that offer clues to the emotional side of the words in each Message. Generally speaking, however, emoticons are not considered professional in business communication.\r\n\r\nYou might feel uncomfortable conveying an emotionally laden message verbally, especially when the message contains unwanted news. Sending an e-mail to your staff that there will be no bonuses this year may seem easier than breaking the bad news face-to-face, but that doesn\u2019t mean that e-mail is an effective or appropriate way to deliver this kind of news. When the Message is emotional, the Sender should use verbal communication. Indeed, a good rule of thumb is that the more emotionally laden messages require more thought in the choice of channel and how they are communicated.\r\n\r\n<\/div>\r\n
      \r\n

      Direction of Communication Within Organizations<\/h2>\r\nInformation can move horizontally, from a Sender to a Receiver, as we\u2019ve seen. It can also move vertically, down from top management or up from the front line. Information can also move diagonally between and among levels of an organization, such as a Message from a customer service representative up to a manager in the manufacturing department, or a Message from the chief financial officer sent down to all department heads.\r\n
      \r\n\r\nFigure 12.18<\/span>\r\n\r\n\"\"<\/a>\r\n\r\nCommunication flows in many different directions within an organization.\r\n\r\n<\/div>\r\nThere is a chance for these arrows to go awry, of course. As Mihaly Csikszentmihalyi, author of best-selling books such as\u00a0<\/span>Flow<\/em>, has noted, \u201cIn large organizations the dilution of information as it passes up and down the hierarchy, and horizontally across departments, can undermine the effort to focus on common goals.\u201d Managers need to keep this in mind when they make organization design decisions as part of the organizing function.\r\n\r\nThe organizational status of the Sender can affect the Receiver\u2019s attentiveness to the Message. For example, consider: A senior manager sends a memo to a production supervisor. The supervisor, who has a lower status within the organization, is likely to pay close attention to the Message. The same information, conveyed in the opposite direction, however, might not get the attention it deserves. The Message would be filtered by the senior manager\u2019s perception of priorities and urgencies.\r\n\r\nRequests are just one kind of communication in business. Other communications, both verbal or written, may seek, give, or exchange information. Research shows that frequent communications with one\u2019s supervisor is related to better job performance ratings and overall organizational performance. Research also shows that lateral communication done between peers can influence important organizational outcomes such as turnover.\r\n
      \r\n\r\nFigure 12.19<\/span>\u00a0<\/span>Who Managers Spend Time Communicating with at Work\r\n\r\n\"\"<\/a>\r\n
      \r\n\r\nSource<\/em>: Adapted from information in Luthans, F., & Larsen, J. K. (1986). How managers really communicate.\u00a0<\/span>Human Relations<\/em>,\u00a0<\/span>39<\/em>, 161\u2013178.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n
      \r\n

      External Communications<\/h2>\r\nExternal communications deliver specific business messages to individuals outside an organization. They may announce changes in staff or strategy, earnings, and more. The goal of an external communication is to create a specific Message that the Receiver will understand and share with others. Examples of external communications include the following:\r\n
      \r\n

      Press Releases<\/h2>\r\nPublic relations<\/strong>\u00a0<\/span>professionals create external communications about a client\u2019s product, services or practices for specific Receivers. These Receivers, it is hoped, will share the Message with others. In time, as the Message is passed along, it should\u00a0<\/span>appear<\/em>\u00a0<\/span>to be independent of The Sender, creating the illusion of an independently generated consumer trend, public opinion, and so on.\r\n\r\nThe Message of a public relations effort may be\u00a0<\/span>b2b<\/em>\u00a0<\/span>(business to business),\u00a0<\/span>b2c<\/em>\u00a0<\/span>(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 to reprint the Message in part, or as a whole, with or without acknowledgment of the Sender\u2019s identity. Public relations campaigns create Messages over time, through contests, special events, trade shows, and media interviews in addition to press releases.\r\n\r\n<\/div>\r\n
      \r\n

      Ads<\/h2>\r\nAdvertising 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.\r\n\r\nIn recent years, Receivers have begun to filter advertiser\u2019s Messages, a phenomenon that is perceived to be the result of the large amount of ads the average person sees each day and a growing level of consumer wariness of paid Messaging. Advertisers, in turn, are trying to create alternative forms of advertising that Receivers won\u2019t filter. The\u00a0<\/span>advertorial<\/em>\u00a0<\/span>is one example of an external communication that combines the look of an article with the focused Message of an ad. Product placements in videos, movies, and games are other ways that advertisers strive to reach Receivers with commercial Messages.\r\n\r\n<\/div>\r\n
      \r\n

      Web Pages<\/h2>\r\nA Web page\u2019s external communication can combine elements of public relations, advertising, and editorial content, reaching Receivers on multiple levels and in multiple ways. Banner ads, blogs, and advertiser-driven \u201cclick-through\u201d areas are just a few of the elements that allow a business to deliver a Message to a Receiver online. The perceived flexibility of online communications can impart a less formal (and, therefore, more believable) quality to an external communication. A Message relayed in a daily blog post will reach a Receiver differently than if it is delivered in an annual report, for example. The popularity and power of blogs is growing, with 11% of\u00a0<\/span>Fortune<\/em>\u00a0<\/span>500 companies having official blogs (up from 4% in 2005). In fact, blogs have become so important to some companies as Coca-Cola, Kodak, and Marriott that they have created official positions within their organizations titled \u201cChief Blogging Officer.\u201dChief blogging officer title catching on with corporations.<\/span>\r\n\r\nThe \u201creal-time\u201d quality of Web communications may appeal to Receivers who might filter out a traditional ad and public relations message because of its \u201cprefab\u201d quality. Despite their \u201cspontaneous\u201d feel, many online pages can be revisited in perpetuity. For this reason, clear and accurate external communications are as vital for online use as they are in traditional media.\r\n\r\n<\/div>\r\n
      \r\n

      Customer Communications<\/h2>\r\nCustomer communications can include letters, catalogs, direct mail, e-mails, text messages, and telemarketing messages. Some Receivers automatically filter bulk messages like these. Others will be receptive. The key to a successful external communication to customers is to convey a business message in a personally compelling way\u2014dramatic news, a money-saving coupon, and so forth.\r\n
      \r\n

      Key Takeaway<\/h3>\r\nDifferent communication channels are more or less effective at transmitting different kinds of information. Some types of communication are information rich while others are medium rich. In addition, communications flow in different directions within organizations. A major internal communication channel is e-mail, which is convenient but needs to be handled carefuly. External communication channels include PR\/press releases, ads, Web pages, and customer communications such as letters and catalogs.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\n ","rendered":"
      \n
      \n

      Learning Objectives<\/h3>\n
        \n
      1. Understand how communication channels affect communication.<\/li>\n
      2. Recognize different communication directions within organizations.<\/li>\n<\/ol>\n<\/div>\n

        The channel, or medium, used to communicate a message affects how accurately the message will be received. Verbal, written, and nonverbal communications have different strengths and weaknesses. In business, the decision to communicate verbally or in written form can be a powerful one. In addition, a smart manager is aware of the nonverbal messages conveyed by either type of communication\u2014as noted earlier, only 7% of verbal communication comes from the words themselves.<\/p>\n

        \n

        Information Richness<\/h2>\n

        Channels vary in their\u00a0<\/span>information richness<\/em>. Information-rich channels convey more nonverbal information. As you may be able to guess from our earlier discussion of verbal and written communications, verbal communications are richer than written ones. Research shows that effective managers tend to use more information-rich communication channels than less effective managers. The figure below illustrates the information richness of different information channels.<\/p>\n

        \n

        Figure 12.16<\/span>\u00a0<\/span>Information Richness<\/p>\n

        \"\"<\/a><\/p>\n

        \n

        Source<\/em>: Adapted from information in Daft, R. L., & Lenge, R. H. (1984). Information richness: A new approach to managerial behavior and organizational design. In B. Staw & L. Cummings (Eds.),\u00a0<\/span>Research in organizational behavior<\/em>\u00a0<\/span>(Vol. 6, pp. 191\u2013233). Greenwich, CT: JAI Press; and Lengel, R. H., & Daft, D. L. (1988). The selection of communication media as an executive skill.\u00a0<\/span>Academy of Management Executive<\/em>,\u00a0<\/span>11<\/em>, 225\u2013232.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

         <\/p>\n

        Like face-to-face and telephone conversation, videoconferencing has high information richness because Receivers and Senders can see or hear beyond just the words\u2014they can see the Sender\u2019s body language or hear the tone of their voice. Handheld devices, blogs, and written letters and memos offer medium-rich channels because they convey words and pictures\/photos. Formal written documents, such as legal documents, and spreadsheets, such as the division\u2019s budget, convey the least richness because the format is often rigid and standardized. As a result, nuance is lost.<\/p>\n

        In business, the decision to communicate verbally or in written form can be powerful. In addition, a smart manager is aware of the nonverbal messages conveyed by either type of communication\u2014as noted earlier, only 7% of a verbal communication comes from the words themselves.<\/p>\n

        When determining whether to communicate verbally or in writing, ask yourself:\u00a0<\/span>Do I want to convey facts or feelings<\/em>? Verbal communications are a better way to convey feelings. Written communications do a better job of conveying facts.<\/p>\n

        Picture a manager making a speech to a team of 20 employees. The manager is speaking at a normal pace. The employees appear interested. But how much information is being transmitted? Not as much as the speaker believes! Humans listen much faster than they speak. The average public speaker communicates at a speed of about 125 words a minute. And that pace sounds fine to the audience. (In fact, anything faster than that probably would sound weird. To put that figure in perspective, someone having an excited conversation speaks at about 150 words a minute.) On the basis of these numbers, we could assume that the employees have more than enough time to take in each word the manager delivers. And that\u2019s the problem. The average person in the audience can hear 400\u2013500 words a minute.\u00a0<\/span>The audience has\u00a0<\/span>more than enough time<\/em>\u00a0<\/span>to hear. As a result, they will each be processing many thoughts of their own, on totally different subjects, while the manager is speaking. As this example demonstrates, oral communication is an inherently flawed medium for conveying specific facts. Listeners\u2019 minds wander! It\u2019s nothing personal\u2014in fact, it\u2019s totally physical. In business, once we understand this fact, we can make more intelligent communication choices based on the kind of information we want to convey.<\/p>\n

        The key to effective communication is to match the communication channel with the goal of the communication.\u00a0<\/span>For example, written media may be a better choice when the Sender wants a record of the content, has less urgency for a response, is physically separated from the Receiver, doesn\u2019t require a lot of feedback from the Receiver, or the Message is complicated and may take some time to understand. Oral communication, however, makes more sense when the Sender is conveying a sensitive or emotional Message, needs feedback immediately, and does not need a permanent record of the conversation. Use the guide provided for deciding when to use written versus verbal communication.<\/p>\n

        \n

        Figure 12.17<\/span>\u00a0<\/span>Guide for When to Use Written Versus Verbal Communication<\/p>\n

        \"\"<\/a><\/p>\n<\/div>\n

        \n

        Business Use of E-Mail<\/h2>\n

        The growth of e-mail has been spectacular, but it has also created challenges in managing information and an ever-increasing speed of doing business. Over 100 million adults in the United States use e-mail regularly (at least once a day).\u00a0<\/span>I<\/span>nternet users around the world send an estimated 60 billion e-mails every day, and many of those are spam or scam attempts. That makes e-mail the second most popular medium of communication worldwide, second only to voice. A 2005 study estimated that less than 1% of all written human communications even reached paper\u2014and we can imagine that this percentage has gone down even further since then To combat the overuse of e-mail, companies such as Intel have even instituted \u201cno e-mail Fridays\u201d where all communication is done via other communication channels. Learning to be more effective in your e-mail communications is an important skill. To learn more, check out the business e-mail do\u2019s and don\u2019ts.<\/p>\n

        \n

        Business E-Mail Do\u2019s and Don\u2019ts<\/h3>\n
          \n
        1. DON\u2019T send or forward chain e-mails.<\/li>\n
        2. DON\u2019T put anything in an e-mail that you don\u2019t want the world to see.<\/li>\n
        3. DON\u2019T write a Message in capital letters\u2014this is the equivalent of SHOUTING.<\/li>\n
        4. DON\u2019T routinely \u201ccc\u201d everyone all the time. Reducing inbox clutter is a great way to increase communication.<\/li>\n
        5. DON\u2019T hit Send until you spell-check your e-mail.<\/li>\n
        6. DO use a subject line that summarizes your Message, adjusting it as the Message changes over time.<\/li>\n
        7. DO make your request in the first line of your e-mail. (And if that\u2019s all you need to say, stop there!)<\/li>\n
        8. DO end your e-mail with a brief sign-off such as, \u201cThank you,\u201d followed by your name and contact information.<\/li>\n
        9. DO think of a work e-mail as a binding communication.<\/li>\n
        10. DO let others know if you\u2019ve received an e-mail in error.<\/li>\n<\/ol>\n<\/div>\n

          An important, although often ignored, rule when communicating emotional information is that e-mail\u2019s lack of richness can be your loss. As we saw in the chart above, e-mail is a medium-rich channel. It can convey facts quickly. But when it comes to emotion, e-mail\u2019s flaws make it far less desirable a choice than oral communication\u2014the 55% of nonverbal cues that make a conversation comprehensible to a listener are missing. E-mail readers don\u2019t pick up on sarcasm and other tonal aspects of writing as much as the writer believes they will, researchers note in a recent study.<\/p>\n

          The Sender may believe she has included these emotional signifiers in her Message. But, with words alone, those signifiers are not there. This gap between the form and content of e-mail inspired the rise of emoticons\u2014symbols that offer clues to the emotional side of the words in each Message. Generally speaking, however, emoticons are not considered professional in business communication.<\/p>\n

          You might feel uncomfortable conveying an emotionally laden message verbally, especially when the message contains unwanted news. Sending an e-mail to your staff that there will be no bonuses this year may seem easier than breaking the bad news face-to-face, but that doesn\u2019t mean that e-mail is an effective or appropriate way to deliver this kind of news. When the Message is emotional, the Sender should use verbal communication. Indeed, a good rule of thumb is that the more emotionally laden messages require more thought in the choice of channel and how they are communicated.<\/p>\n<\/div>\n

          \n

          Direction of Communication Within Organizations<\/h2>\n

          Information can move horizontally, from a Sender to a Receiver, as we\u2019ve seen. It can also move vertically, down from top management or up from the front line. Information can also move diagonally between and among levels of an organization, such as a Message from a customer service representative up to a manager in the manufacturing department, or a Message from the chief financial officer sent down to all department heads.<\/p>\n

          \n

          Figure 12.18<\/span><\/p>\n

          \"\"<\/a><\/p>\n

          Communication flows in many different directions within an organization.<\/p>\n<\/div>\n

          There is a chance for these arrows to go awry, of course. As Mihaly Csikszentmihalyi, author of best-selling books such as\u00a0<\/span>Flow<\/em>, has noted, \u201cIn large organizations the dilution of information as it passes up and down the hierarchy, and horizontally across departments, can undermine the effort to focus on common goals.\u201d Managers need to keep this in mind when they make organization design decisions as part of the organizing function.<\/p>\n

          The organizational status of the Sender can affect the Receiver\u2019s attentiveness to the Message. For example, consider: A senior manager sends a memo to a production supervisor. The supervisor, who has a lower status within the organization, is likely to pay close attention to the Message. The same information, conveyed in the opposite direction, however, might not get the attention it deserves. The Message would be filtered by the senior manager\u2019s perception of priorities and urgencies.<\/p>\n

          Requests are just one kind of communication in business. Other communications, both verbal or written, may seek, give, or exchange information. Research shows that frequent communications with one\u2019s supervisor is related to better job performance ratings and overall organizational performance. Research also shows that lateral communication done between peers can influence important organizational outcomes such as turnover.<\/p>\n

          \n

          Figure 12.19<\/span>\u00a0<\/span>Who Managers Spend Time Communicating with at Work<\/p>\n

          \"\"<\/a><\/p>\n

          \n

          Source<\/em>: Adapted from information in Luthans, F., & Larsen, J. K. (1986). How managers really communicate.\u00a0<\/span>Human Relations<\/em>,\u00a0<\/span>39<\/em>, 161\u2013178.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

          \n

          External Communications<\/h2>\n

          External communications deliver specific business messages to individuals outside an organization. They may announce changes in staff or strategy, earnings, and more. The goal of an external communication is to create a specific Message that the Receiver will understand and share with others. Examples of external communications include the following:<\/p>\n

          \n

          Press Releases<\/h2>\n

          Public relations<\/strong>\u00a0<\/span>professionals create external communications about a client\u2019s product, services or practices for specific Receivers. These Receivers, it is hoped, will share the Message with others. In time, as the Message is passed along, it should\u00a0<\/span>appear<\/em>\u00a0<\/span>to be independent of The Sender, creating the illusion of an independently generated consumer trend, public opinion, and so on.<\/p>\n

          The Message of a public relations effort may be\u00a0<\/span>b2b<\/em>\u00a0<\/span>(business to business),\u00a0<\/span>b2c<\/em>\u00a0<\/span>(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 to reprint the Message in part, or as a whole, with or without acknowledgment of the Sender\u2019s identity. Public relations campaigns create Messages over time, through contests, special events, trade shows, and media interviews in addition to press releases.<\/p>\n<\/div>\n

          \n

          Ads<\/h2>\n

          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.<\/p>\n

          In recent years, Receivers have begun to filter advertiser\u2019s Messages, a phenomenon that is perceived to be the result of the large amount of ads the average person sees each day and a growing level of consumer wariness of paid Messaging. Advertisers, in turn, are trying to create alternative forms of advertising that Receivers won\u2019t filter. The\u00a0<\/span>advertorial<\/em>\u00a0<\/span>is one example of an external communication that combines the look of an article with the focused Message of an ad. Product placements in videos, movies, and games are other ways that advertisers strive to reach Receivers with commercial Messages.<\/p>\n<\/div>\n

          \n

          Web Pages<\/h2>\n

          A Web page\u2019s external communication can combine elements of public relations, advertising, and editorial content, reaching Receivers on multiple levels and in multiple ways. Banner ads, blogs, and advertiser-driven \u201cclick-through\u201d areas are just a few of the elements that allow a business to deliver a Message to a Receiver online. The perceived flexibility of online communications can impart a less formal (and, therefore, more believable) quality to an external communication. A Message relayed in a daily blog post will reach a Receiver differently than if it is delivered in an annual report, for example. The popularity and power of blogs is growing, with 11% of\u00a0<\/span>Fortune<\/em>\u00a0<\/span>500 companies having official blogs (up from 4% in 2005). In fact, blogs have become so important to some companies as Coca-Cola, Kodak, and Marriott that they have created official positions within their organizations titled \u201cChief Blogging Officer.\u201dChief blogging officer title catching on with corporations.<\/span><\/p>\n

          The \u201creal-time\u201d quality of Web communications may appeal to Receivers who might filter out a traditional ad and public relations message because of its \u201cprefab\u201d quality. Despite their \u201cspontaneous\u201d feel, many online pages can be revisited in perpetuity. For this reason, clear and accurate external communications are as vital for online use as they are in traditional media.<\/p>\n<\/div>\n

          \n

          Customer Communications<\/h2>\n

          Customer communications can include letters, catalogs, direct mail, e-mails, text messages, and telemarketing messages. Some Receivers automatically filter bulk messages like these. Others will be receptive. The key to a successful external communication to customers is to convey a business message in a personally compelling way\u2014dramatic news, a money-saving coupon, and so forth.<\/p>\n

          \n

          Key Takeaway<\/h3>\n

          Different communication channels are more or less effective at transmitting different kinds of information. Some types of communication are information rich while others are medium rich. In addition, communications flow in different directions within organizations. A major internal communication channel is e-mail, which is convenient but needs to be handled carefuly. External communication channels include PR\/press releases, ads, Web pages, and customer communications such as letters and catalogs.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

           <\/p>\n

           <\/p>\n\n\t\t\t

          \n\t\t\t

          Candela Citations<\/h3>\n\t\t\t\t\t
          \n\t\t\t\t\t\t
          \n\t\t\t\t\t\t\t
          CC licensed content, Shared previously<\/div>