Difference between Organizational Communication and Public Communication.
Business enterprises, NGOs, Government departments and companies promoted by the Government use this kind of communication. It can be a two-way or one-way process. Organisations define strict norms and procedures for sending and receiving messages. They indulge in inter-Organizational communication through office orders, I0Ms, verbal instructions and orders, fax messages, telephonic conversations, Email, V-mail, cellular telephonic messages, etc.
They indulge extra Organizational Communication through advertising (print, audio, audio-visual), PR, letters, fax messages, E-mail, V-mail, Press releases, PoP material, etc. The major objective of such kinds of communications is achievement of the goals of the organisation. The primary goal of most of the business firms of today is earning maximum profits. Hence, inter-Organizational and extra Organizational communication efforts are overtly or covertly devoted to this objective. Currently, business firms have been forced to address such sensitive issues as impinge upon the broad social. political, ecological, and environmental domains.
The concept of Social Responsibility of Business has been made the chief lighthouse of all types of business groups, small or large. Due to its transition from a materialistic demoniac to a socially relevant entity, a business enterprise is relying more on the rational, humane, and moral modus operandi for conducting business in the new millennium, Business firms can interact with one another as well as with the masses to sell their products, They can also undertake mass communication exercise to build a brand or corporate image, Denis McQuail has included political systems in the gamut of Organizational.
There are two terms, crowd and public. Both are different from each other. Public can be heard and addressed while crowd cannot be fixed in the same Therefore some authors have defined public communication as a distinct category. While interacting with a public, the sender is sending a message or a string of massages to a large audience. The number of people could vary from few to hundreds. The messages are reaching the audience but most of them may not be receiving all the contents of the same. They are not supposed to respond to these messages but many (and not most) of them respond by asking questions, raising queries, opposing the speaker or simply walking out of the room/ hall. The communicator may rarely use charts, graphs, animations, slides (shown by an overhead projector), music, sounds, video clips, his own voice, facial expressions, body language and still images to communicate his thoughts.
He would proceed only if they were keen to give at least some responses. If they were only to yawn and sleep in their chars, the communicator would not be keen to continue his speech or sermon. This type of communication is personal and has many variations. The person, who is addressing the audience, is not very confident that the audience are understanding him; nor are the audience sure that their views/responses are clear to him. However, the communicator tries to communicate in the best possible manner and the audiences try to respond to his communication. He cannot afford to be very impersonal because he is addressing the audience by being physically present in their front.
However, this type of communication is rather impersonal because all the people may not be able to ask him questions to clear their concepts. If he is talking over a public address system, he is personal (to a large extent) as his physical presence is making him visible to the large audience. The communicator wants immediate results from the audience; he is patient enough to wait for at least 30-60 days to get orders from the delegates of a conference that he has addressed, to quote an example. He wants to get results in a large time frame but it must not be very large to extend over six months or a year.