Public Communication: Modes, Benefits, and Negative Consequences

This audio transcript discusses the different modes of public communication, its benefits, and negative consequences. It also includes a case study on Coles and its public communication strategy. The transcript covers topics such as establishing a bond of trust, preventing criticism, enhancing brand loyalty, and the elements communicated through public communication.

Running head: A 5-MINUTE AUDIO TRANSCRIPT
A 5-Minute Audio Transcript
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1A 5-MINUTE AUDIO TRANSCRIPT
Table of Contents
Slide 1: Public communication........................................................................................................2
Slide 2: Modes of public communication........................................................................................2
Slide 3: Modes of public communication Continued…..................................................................2
Slide 4: Benefits of public communication.....................................................................................2
Slide 5: Negative consequences of public communication.............................................................3
Slide 6: Elements communicated from public communication.......................................................3
Slide 7: Elements communicated from public communication Continued….................................3
Slide 8: Elements communicated from public communication Continued….................................4

2A 5-MINUTE AUDIO TRANSCRIPT
Slide 1: Public communication
The first slide gives the basic information regarding public communication. It tells that
public communication establishes a way to interact to media and to the public seeking to serve
the different purposes such as establishing a bond of trust between public and employers,
preventing from criticism from governing body, establishing a good brand image and enhancing
the brand loyalty.
Slide 2: Modes of public communication
The slide provides the variety of ways using which public communication can be
established. Public Relations (PR) is one of such ways. It is helpful in interacting to media and
the target audience. Communication through visuals and oral presentations can also be made.
This is helpful in addressing to members within the organisation. Press release is one of the most
influential ways to convey the desired message; however, the contents must be good and
engaging also.
Slide 3: Modes of public communication Continued…
The slide describes the importance of establishing the public communication. It is useful
for a healthy relationship with media and the target public. Customers get to know the actual
story reducing the severity of criticism. It reduces the communication gap between employers
and media & the public. Employees also get to know the purpose behind the changes.
Slide 4: Benefits of public communication
The slide highlights the benefits of doing public communication. It is mentioned that
public communication enhances the media relations. It also improves the relationship with

3A 5-MINUTE AUDIO TRANSCRIPT
employees. Industry attachment is also enhanced. Community engagement gets better with this.
Governing bodies also get to know the facts behind the story.
Slide 5: Negative consequences of public communication
The slide highlights a few negative consequences of public communication. Press release,
for example, if does not have the engaging content, it will fail to deliver the impact. Losses can
be observed in variety of regards like media relation and community engagement. Crisis
management strategy can also be spoiled the communication does not have the appealing
content. Image management may also be hampered.
Slide 6: Elements communicated from public communication
The slide just describes the elements which are commonly communicated with the public
communication. This includes but is not limited to like organisational change, organisational
embarrassment, organisational celebration and brand loyalty. Every single element are very
essential and must be communicated with media and public, so that, they feel valued and brand
image could be maintained.
Slide 7: Public Communication in context to Coles
The slide covers a story from past where Coles strategy to reduce the price of Coles brand
milk was challenged by farmers. The incident had happened in 2013, when few farmers had
campaigned and had shown their anger through protests. Coles’ reaction on the incident was like
a strange and had no clues on what to do whether to listen to minority of protesters or consider
the demands of majority of silent voices.
Slide 8: Public Communication in context to Coles Continued…

4A 5-MINUTE AUDIO TRANSCRIPT
The slide explains the public campaigns led by Coles as a step to protect its image in
public. It also shows that the protest may have hammered its reputation; however, Coles has
considered listening to silent voices of majority who had wanted to get the Coles brand milk at
reduced rate.
Slide 9: Public Communication in context to Coles Continued…
The slide describes that Coles is keen on protecting its public image and can go to the
feasible extent to prevent it from the political damages. The slide in context to the escalated
incident shows that Coles knows how to use the game changer. In this context, Coles had used
price reduction of milk as a game changer.