External mass communication of an organization relies on the basis that the organization is the source for messages directed outside the organization. Specialized groups within function as the medium of communication and often fall under the departmental headings of advertising, public relations, lobbying, or issues management. Even though organizational communication is inherently concerned with the activities of internal communication, our group's organization Bed Bath and Beyond illustrates clearly many of the external interactional concepts identified in the study of organizational communication. In examining Bed Bath and Beyond's sources, purposes, audiences and channels of communication utilized we can identify how such a massive retailer is able to effectively prosper and adapt to the national economy through the usage of well implemented external communication.
             The nature of organizational re-ification makes identifying a clear source of external communication difficult. Since BBBY has no singular voice of organizational messaging and considering the market environment of large scale retail chains it can be concluded that a collectivity of organizational members establish the external messages directed to their audiences.
             Mass external communication has many purposes and is encompassed by the desire for effective product advertising and engendering a favorable opinion of the organization. The two largest types of external communication are public relations and advertising. Since BBBY has little major societal influence, its primary communicating strategy is determined and implemented through its advertising. BBBY's use of image advertising allows them to foster favorable attitudes of the public about their stores on a whole, rather than individual products. Their image has been advertised as a convenient, competitively priced and pleasurable place to be able to shop for a full spectrum of home an...