The communication process involves transmitting information from a sender to a receiver. The message needs to be sent in a way that will appeal to and be understood easily by the receiver. This involves selecting an appropriate format or channel to deliver the message.

Kellogg’s, the world’s leading producer of cereals, used a multiplatform communication plan to promote its breakfast club campaign. This is an approach which communicates over a range of media, rather than using just one, in order to reach many different audiences.

Advancements in technology have increased the number of communication channels available. For example, Bristol City Council has been webcasting meetings to improve openness and accountability of local decision making. It has proven to be a very cost effective way of opening up local democracy to thousands of people who would not have previously attended meetings in person. (BBC, 14th March 2013)

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