ABSTRACT
This chapter explores a smaller number of instruments in greater detail: classical advertising, media relations and internet communications. Communications activities involve the use of various instruments. The chapter aims to evaluates communications instruments according to their nature and target audience. Organizations use different communications instruments, both direct and mediated, depending on the target audience and the resources available. Classical advertising – the traditional tool of communications using one or more media such as radio, print, television or the internet to convey a message. A number of ways of classifying communications instruments have been proposed, using various criteria. Personal communications addressed to members of the organization essentially consist of individual or group interviews, work sessions and conferences. Communications for staff is completed by other instruments based on written or electronic media. Advertising is a nonpersonal form of communication using media generally designed for conveying news in order to disseminate messages that are declared to be advertisements.
