One way of appreciating the complexity of corporate communication is
to consider Berstein ’ s (1984) idea of a corporate communication wheel, or
more particularly Balmer and Greyser ’ s (2003) adaptation of it ( Figure 3.6 ).
Basically it begins by asking corporate management to identify all of the
important audiences with whom they need to communicate. These groups
form the outer ring of the wheel. Then it requires a list of all the available
channels of communication for delivering the message. These become
a circle within the circle of potential target audiences. In the Balmer and
Greyser modification, they include eleven potential target audience groups
and eleven possible communication channels. As they explain, that alone
results in 121 considerations!