How to pass commands to a telnet window with a batch script?

I'm trying to control a wifi device with a batch script using the telnet command in Windows 7, but I don't know how to pass the commands to the telnet window. This will be a part of a longer script tweaking other devices and PC settings.

I can do this manually by running telnet <IP address> 55443 in cmd.exe, which creates a new window. In that window, I can write the commands for the device and it works as intended. However, when I write the code in the script, like this:

telnet <IP address> 55443<device commands>

The <device commands> are not passed on to the newly created telnet window.