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Communication Function Audit

By Author: Sherry Roberts
Total Articles: 91

Introduction
PJ’s Coffee of New Orleans is a retail chain of coffee houses founded with a single shop in the Carrollton neighborhood in 1978 (PJ’s Coffee 2015). PJ’s Coffee is constantly innovating new methods of increasing new customers while it still maintains its loyal customer base. However, companies such as Starbucks which continue to dominate markets around the world are trying to enter the New Orleans market that is largely dominated by PJ’s coffee. To be able to continue leading in this market, PJ’s coffee requires a great communication strategy for addressing their external audiences.
Communication audit
Internally, PJ’s Coffee considers its employees as partners who commit their effort to coffee and product knowledge and also exquisite customer services. PJ’s coffee partners are a huge asset to the success of the organization and PJ’s coffee helps its partners in every aspect as much as they can. Good communication is extremely essential, and PJ’s coffee normally tries to be as open as possible. Communication in the organization should be tighter mostly for the partners, regional managers, and store managers.
The external audience of PJ’s coffee includes customers, occasional, ritualistic, and future customers. PJ’s coffee should use numerous media sources to reach this audience. Some of the appropriate media sources that the organization should use include magazines, daily news shows, conference call webcasts, billboards, social media websites, TV commercials, and the organization website. Stakeholders and investors are other external audiences that need good communication. PJ’s coffee should make sure that it provides board reports, annual reports, and financial releases to its stakeholders and investors. Submitting these reports to investors will ensure that they are up to date on all the latest financial information. From the company’s website, there is the “Investment” section that provides information on all requirements for investing in PJ’s coffee. It is a good example of how PJ’s coffee is using its website in communicating with its audience.
Despite its use of the company’s website, PJ’s Coffee should consider using different media in communicating with its audience. The primary source of communication is usually the company’s website, and it is necessary to ensure that you provide all the relevant information regarding the organization. The company’s website is the most far-reaching, and it tends to address all types of customers, employees at all levels, partners, and investors. Thus, I would recommend PJ’s coffee to consider using the website as the main source of communication where the company can communicate with employees through employee handbooks and advertisement directed to the general public.
PJ’s coffee should also make use of social networking in its communication with the external audience. PJ’s coffee should ensure that it has a presence on all the major social networking platforms including Instagram, Twitter, and Facebook. When using these sites, it will allow the organization’s clients to share their views and thoughts about the services, products, and the organization in general. The company should use this platform properly as it will help open communication with the vast audience. PJ’s coffee should also ensure that it makes available the company’s commercials on YouTube so that people can be able to watch the commercials whenever they want. Because PJ’s Coffee is looking to compete with the enormous companies such as Starbucks and Dunkin Donuts, in the international market, it should consider implementing an effective communications plan.

Reference
PJ’s Coffee (2015). PJ’s Coffee of New Orleans

Sherry Roberts is the author of this paper. A senior editor at Melda Research in research paper writing service. If you need a similar paper you can place your order for a custom research paper from online research paper help services.

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