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The Message would be filtered by the senior manager’s perception of priorities and
urgencies.
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’s supervisor is related to
[8]
better job performance ratings and overall organizational performance. Research
also shows that lateral communication done between peers can influence important
[9]
organizational outcomes such as turnover.
Figure 12.18 Who Managers Spend Time Communicating with at Work

Source: Adapted from information in Luthans, F., & Larsen, J. K. (1986). How
managers really communicate. Human Relations, 39, 161–178.
External Communications
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:
Press Releases
Public relations professionals create external communications about a client’s
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 appear to be independent of The Sender, creating the illusion of an
independently generated consumer trend, public opinion, and so on.
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 to
reprint the Message in part, or as a whole, with or without acknowledgment of the
Sender’s identity. Public relations campaigns create Messages over time, through
contests, special events, trade shows, and media interviews in addition to press
releases.

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