external communication

external communication

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external communication

What is External Communication?

Definition: External communication is defined as a type of communication that occurs when organizations communicate with entities outside the organization for building brand awareness and creating a favorable company image in the eyes of the target audiences and society at large.

Each business needs to maintain a good relationship with other organizations or persons to achieve its aims. They transfer, share or exchange some information with external entities via external communication channels.

External communication objectives are to promote and simplify cooperation with some groups like investors, suppliers, and stakeholders. It dispenses a good image of the firm to the actual and potential customers. Various mediums are used for external communication, such as print/broadcast media, face-to-face meetings, electronic communication (by internet).

Channels of Communication

A channel of communication is simply the way the organization transmits its message. Communication channels include face-to-face communication, print media, such as newspapers, magazines, fliers, and newsletters, broadcast media, such as radio and television, and electronic communication, such as websites, social media, such as Facebook and Twitter, and email.

Types of external communication: Ways to make a connection

Now that you’ve got a basic answer to the question “What is external communication?” and you know how to differentiate it from your internal campaigns, you can start to explore the different ways you might be able to connect with your external audience.

Often, the external communication strategies you use will depend on various factors. Everything from your brand positioning, to your marketing goals, and even your budget can affect what your external communications look like. While there’s no one-size-fits-all solution to accessing the advantages of external communication, most strategies include some of the following elements:

Website content and blogging

Website creation, SEO, and content marketing aren’t just ways to advertise your business. While they’re all effective in helping to build your bottom line, they also provide plenty of important information about your company. After all, whenever someone in today’s marketplace considers doing business with a brand, the first thing they do is “Google” them to see if they have a web presence.

There’s a good reason why marketers who blog are up to 13 times more likely to experience a good ROI. Companies that blog also generate up to 67% more leads than their peers. When it comes to building your external communications strategy, your website becomes the hub for all of your other brand-building campaigns. Every post you create is another indexed page on your website, making it increasingly likely that your customers will find you when they search online. Your content marketing efforts will also show search engines that your site is active, which helps you rise faster to the top of the search results. What’s more, with a comment section and contact page, you ensure that the communication goes both ways.

Live events and conferences

While there are plenty of ways to develop your brand presence and build relationships online, one of the best ways to establish valuable connections between your brand and your external network, is through face-to-face conversations. Events, conferences, and seminars are great ways to show your authority and reach out to a broader audience.

Your email list

Though older than social media marketing and live video content, email is still one of the most effective external communication methods around. 86% of business professionals prefer to use it when communicating for professional reasons and its marketing ROI is through the roof. With segmentation, you can group each of the people you’re communicating with into their own specific groups, from customers to shareholders, and potential partners.

Social media

Every day new people are adhering to social media; that is, more and more people on social media. That means social media is the place to diffuse a company’s message; almost everyone is there, the information in social media is going to reach thousands of people, and that is what a brand wants, for its services to be known by the masses.

There a lot of social media platforms, making it even easier for companies to communicate to the public their products and visions. A company can adopt many platforms and benefit from them. Many companies already use the most popular platforms such as Facebook, Twitter, LinkedIn, to mention a few.

Making interaction and engagement in social media a priority can foster loyalty from customers, especially if there is someone dedicated to answering and helping customers with issues, and not AI as a form of customer support. People want to feel a humane connection, which will play an important role when deciding to return to the company or not.

Press releases

The media is also a great way from which companies can benefit to spread their message and let know about their brand. Press coverage and press releases allow companies to communicate to the external audience through journalists and inform aspects of the company and promote sales as well.

These news media channels are certain to take messages beyond some location barriers, which is a win for a company willing to sell their services, promote branding, and stay ahead of the competitors. That is what brand is about, what makes a company different from other companies in the same branch, and the way to make that known and clear is by effective Communication.

While giving a press release, there are things to take into consideration because journalists can be judgmental. Messages should be brief and clear to avoid a lot of wording and not much information. Avoiding the overuse of words is one of the strategies to nail press releases. There are sites that help with avoiding the overuse of words in press releases.

The Objective of External Communication

External comms such as customer communication, business communication, etc. occurring in any form outside the boundary of a business organization is called “external communication.” The objectives of an ideal external comms are as follows::

Community relations

Every business organization has to maintain a positive relationship with the common people of the society so as to achieve the organizational goals. Their goals could be to improve corporate image, increase loyal customers, or aid company image. External communications strategy helps to keep a link with the people on a wide range.

Collection of information

Another objective is to collect essential information from outside the organization to develop a strong business strategy and build a successful business.

Keeping contact with customers

Every organization should know the taste, liking, and disliking of its customers to improve marketing campaigns and increase sales. So, external communication is necessary to maintain personal contact with customers. Also, paying close attention to industry trends is a good strategy for success mostly in the private sector. Organizations should also work alongside business partners to improve their external communication channels.

Relations with suppliers

Every organization has many suppliers from which it collects raw material or finished goods to run the business. So there must be a good relationship between the firm and its suppliers to ensure long-term success.

Relation with financial institutions

One of the most important objectives of external communication is to keep a link with banks, insurance, and other financial institutions. Organizations can hire comms professionals to help provide strategic alignment to build and maintain external network.

Effective External Communication

One can easily find the importance of external communication. Some of them are

• Clear ideas, thoughts, and statement or the reason for communication.
• It must be two-way communication.
• Clear, error-free, formal, jargon-free, and easy language.
• Understanding the need of the audience.
• Proper choice of words for communication.

Importance of External Business Communication

 Communicating news or information: External communication is considered as a communicative tool for other organizations and persons that operate in the external business environment. It facilitates business in spreading any information and news related to organizations to

its customers, shareholders, suppliers or other people.

Image building: The success of any business not only depends on its sales but also its image perception in its customers and other stakeholders. Through external communication an organization can establish its image,

workplace culture to its stakeholders through different communication mediums like newsletters, press releases, media related stories, etc.

 Potential customers: Through different external communication mediums like websites,

social media sites like Facebook, Linkedin, etc. businesses can increase awareness of their products or

services to its audience as these are the convenient way to reach the target audience and also cost-effective promotion strategies.

Differences between internal and external communication

Although they are complementary and both very important, they are different: internal

communication refers to the strategies involved in your organization to ensure that information is connected to and available to employees.

It is key to improving knowledge sharing, productivity, employee engagement and ensuring that everyone in your company is aligned.

However, it is not given enough importance: 74% of employees feel they are missing out on company news and information.

External communications, meanwhile, aims to help your company better communicate its brand purpose, products, services and personality to the public.

 Examples of External Communication