External Business Communication
External business communicationis just as important to the life and vitality of a business as internal communication. External business communication places focus on the relationships and various audiences that are outside of the company. External communication’s main expression is through public relations, media relations, marketing management and advertising, according to BNET. Successful businesses utilize effective internal and external business communication to accomplish the company’s goals and mission.
Definition
External business communication is defined by BNET as, “the exchange of information and messages between an organization and other organizations, groups, or individuals outside its formal structure.”Intention
- External business communication is intended to organize cooperation between the business and other groups and create a positive corporate image, according to BNET. External business communication helps organize events, deals and happenings with suppliers and other businesses to ensure products and service are delivered on time. It also provides clarity for business deals, meeting times and agreements. Maintaining a favorable image of the company is an important aspect of external business communication. This is accomplished through marketing, advertising and public relations.
Improvement
- RizwanAshraf.com, a business development company, states that external business communication helps to improve overall performance, public goodwill and the corporate image. External communication ensures that all parties involved with the business are well informed, provided direction and receive progress reports. This builds trust between the company and those outside the business (public goodwill). When a company practices effective external communications the company’s public image is favorable. The company will be perceived as honorable, trustworthy and dependable.
Channels (Types)
- External business communication manifests itself though various channels. Channels are the medium used to deliver a message. External business communication is used in mass media, interpersonal and organizational communication and electronic media such as the Internet, email or text messages. Mass media includes the use of commercial radio, television, newspapers and magazines. Interpersonal external communication is a one-on-one meeting between two executives of two different businesses. Organizational communication is messages sent on a corporate level from the business to a specific group outside the company.
Considerations
- External business communication needs to be assessed by an external source such as communication specialist annually. A communication assessment hires an outside company to observe and determine areas of strength and weakness in the company’s external communication effectiveness. The assessment provides the company with action steps to correct and strengthen areas of weakness to improve external communication.
Audience
External communications are affected by where they are directed. Communications to product suppliers, for example, are usually related to the products the business will sell. Positive relationships with suppliers help ensure that the company receives accurate information and timely product supplies, both of which help create customer satisfaction. Communications to product manufacturers are equally important, to ensure that the features and attributes of products meet the expectations of the company. Positive communications with prospects can help lead them to become customers. Communications with customers alert them to opportunities and ensure their ongoing satisfaction with the company, its services and its products. Communications with interested industry affiliates help position the company as an industry leader, while communications that reach the general public help underscore the company's brand and its importance to and relevance within the community.
Intent
At times, the intent of external business communication is to persuade an audience or audience member to take action. A direct mail offer or email offer is usually structured to elicit a response that can be tracked, whether it is an invitation to enter a sweepstakes or an offer to purchase a product. Public relations communications may seek to announce something newsworthy about the company, whether it is a new partnership with another company or a program in support of the greater community. At times, especially in the wake of an ill-timed decision or product failure, external communications can serve to help manage a crisis and sway public opinion. Usually, regardless of the goal underlying the message, external communications serve to support the brand message of the company and to advance positive awareness of its image.
Media
The choice of media to carry external business communications expands and enlarges continually. Announcements and advertising in direct mail, periodicals and broadcast remain viable but are not the end of the media picture. Digital media presents a means to reach broad audiences quickly and at low cost.
Analysis
Businesses that analyze the efficacy of external communications gain important information. As an example, a newspaper ad that includes a coupon or response code lets the company track sales generated by the ad. An email announcement that elicits a response lets the company know who responded, how quickly, and whether a sale was generated. A letter that invites customers to a pre-sale or a press release that asks community members to support a charitable cause presents an opportunity for a company to count heads or donations. Analysis sets the stage for businesses to refine their external communications for ever better results.
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