While this book has focused primarily on communication within organizations, the world outside is often a critical element in determining the level of internal communication. The external environments create imperatives for organizations to learn, to adapt to a changing world. Here I will first review how an organization contextualizes its environment, then turn to the role of individual agents (i.e., boundary spanners) in bringing in information. Then we turn to more traditional conceptions, focusing on how the organization identifies its stakeholders and publics, then engages in systematic efforts to communicate with them, the traditional realms of public relations and advertising, that often use communication ...
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