UNIT 4 Commu nicating with stake holders
In this section, we examine the elements of the communications mix and
evaluate their effectiveness in promoting stakeholder relationships.
When combining the promotional tools together to produce a customized
communications package that meets the needs of our own organization, it is
important to consider how each of the tools we use will complement and
support each other in achieving the organization’s promotional objectives.
Some methods more naturally slot into the role of primary media, enabling
mass communication and building awareness on a large scale. These tend to
be above-the-line media. The promotional toolbox contains the following