External Business Communication

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As with any sort of relationship, be it business or personal, proper communication keeps everything as healthy as possible. External communication methods refer to any manner of communicating with people outside of an organization. One of the most important elements for any business is ensuring that it reaches its target audience in the right ways. As such, the importance of external communication cannot be overestimated.

External Corporate Communication

Typically, external business communication plans are part of the marketing process since you will ultimately be promoting your company. Doing that in the right way will help your company grow and ensure that you reach your desired target market.

Through these types of external communication, you can spread news about your company, reach new audiences and define the public’s perception of your business. By ensuring that you have a good external communication plan in place, you will be able to grow your business in a viable way.

While sales strategies are obviously essential and important as part of this process, a thorough communication plan is also critical. If your company does not have a plan in place, it is unlikely that you will see growth, financial or otherwise.

Types of External Communication

There are many different ways you can reach your audience. The following are just a few of the different types of external communication strategies you might wish to employ: marketing and advertising efforts, social media, blog articles, white papers, press releases, emails and newsletters, events, promotional materials, videos and more.

On top of reaching your target audience, you will also be able to reach customers, prospects, stakeholders, partners, suppliers, investors and other players.

Problematic External Communication Methods

Ensures that you will have policies in place that speak to what employees can and cannot share about your company. If you do not put a process in place that dictates what employees are and are not able to share, you might find yourself in the midst of a scandal or crisis. For instance, if someone shares private company information on social media that can compromise what investors are looking for in your business, you could have to deal with a PR nightmare.

Alternatively, you might find yourself dealing with legal trouble if your employees speak to the press or write a personal blog post about the inner workings of your organization that could damage your company’s reputation. Not only would that damage how investors see your organization, but you might also need to enter a legal proceeding with the employee who wrote about you, depending on what was said.

What Is Internal Communication?

Internal communication has a tremendous impact on external communication. As such, it is important to ensure that you have the proper internal communication strategies in place.

This means holding regular meetings or conferences and sending frequent emails and memos that will keep your employees in the loop as to what your company’s plans are and how each employee contributes toward these plans. It will also ensure that your employees are dedicated to what your business sees as the best route toward growth and will help mitigate potential scandals.

Communication is key to keeping your organization honest and all its players dedicated to the same goals for growth. If you want your company to connect with the right consumers while also enticing possible investors or stockholders, then you will need to make sure that both your internal and external communication policies are thorough and consistent. Otherwise, you will find that your business ultimately hits a wall and that the path to growth is not as clear and easy as it had once seemed.

References

About the Author

Danielle Smyth is a writer and content marketer from upstate New York. She has been writing on business-related topics for nearly 10 years. She owns her own content marketing agency, Wordsmyth Creative Content Marketing (www.wordsmythcontent.com) and she works with a number of small businesses to develop B2B content for their websites, social media accounts, and marketing materials. In addition to this content, she has written business-related articles for sites like Sweet Frivolity, Alliance Worldwide Investigative Group, Bloom Co and Spent.

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