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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 …

…audience and effectively market its products. The success they have had in their organization is due to their success in communicating particularly externally and this communication has driven the employees to take more pride in their work and. The culmination of these aspects of BBBY’s organization are examples of what makes a successful organization and sheds light on why Bed Bath and Beyond has been able to achieve success and experience such phenomenal growth..