External communication is an essential tool for companies seeking to strengthen their presence and relationships outside their own walls.
From interacting with customers and suppliers to managing the corporate image in the media, a well-executed external communications strategy can do wonders for an organization’s reputation and growth.
In this article, we will explore the different types of external communication, their key functions and some practical examples to illustrate their importance.
What is external communication?
External communication refers to the process by which an organization transmits information to people or entities outside the organization. This type of communication is essential to establish and maintain positive relationships with the company’s external environment.
Unlike internal communication, which focuses on the interaction between members of the organization, external communication is aimed at influencing the perception and behavior of external audiences.
2. Types of external communication
There are several types of external communication, each with its own characteristics and objectives. Some of the most important are:
2.1 Advertising communication
Advertising communication is used to promote products or services through various media such as television, radio, press, internet and social networks. Its main objective is to increase brand visibility and attract new customers.
2.2 Public relations
Public relations (PR) involves managing the company’s image and reputation by building relationships with the media, organizing events and disseminating press releases. PR seeks to generate a positive and trustworthy perception of the company in the public.
2.3 Corporate communication
Corporate communication focuses on transmitting the company’s values, mission and vision. It includes the preparation of annual reports, newsletters, and crisis management to maintain a consistent and transparent image to stakeholders.
2.4 Content Marketing
Content marketing is based on the creation and distribution of relevant and valuable content to attract and retain a clearly defined audience. It can include blogs, articles, videos, infographics and social media posts.
2.5 Digital communication
Digital communication encompasses all interactions that take place through online channels, such as websites, social networks, emails and instant messaging platforms. This type of communication is crucial in the digital age, where a company’s online presence can significantly influence its success.
3. Functions of external communication
External communication serves several essential functions for an organization:
3.1 Improving corporate image
Effective external communication helps to build and maintain a positive image of the company, which is crucial to gain the trust and loyalty of customers and other stakeholders.
3.2 Strengthening relationships
Through clear and consistent communication, companies can strengthen their relationships with customers, suppliers, business partners and the community, which can lead to beneficial collaborations and business opportunities.
3.3 Crisis management
External communication is fundamental in crisis management. It allows the company to quickly address any problems that may arise, minimizing the negative impact and maintaining public confidence.
3.4 Promotion and marketing
External communication is a key tool for the promotion of products and services, allowing companies to reach new customers and markets through advertising campaigns, content marketing and other strategies.
3.5 Collection of feedback
Interaction with external audiences allows companies to gather valuable feedback that can be used to improve products, services and internal processes.
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4. Examples of external communication
4.1 Advertising campaigns
A classic example of external communication is the advertising campaigns that companies launch in mass media such as television, radio, and digital platforms. These campaigns are designed to promote products or services and attract new customers.
4.2 Press releases
Press releases are an essential public relations tool. Through them, companies can communicate important news, such as product launches, corporate changes or significant achievements, to the media and the general public.
4.3 Newsletters
Newsletters, sent by e-mail or distributed via the web, allow companies to keep their customers and stakeholders informed about the latest news, offers and events.
4.4 Publications in social networks
Social media has become a vital channel for external communication. Companies use platforms such as Facebook, Twitter, LinkedIn and Instagram to interact with their followers, share relevant content and promote their products and services.
4.5 Participation in events
Participation in trade shows, conferences and other industry events allows companies to interact directly with their target audience, build relationships and promote their brand effectively.
Conclusion
External communication is a powerful tool that can significantly influence an organization’s success. By understanding and effectively utilizing the different types and functions of external communication, companies can improve their image, strengthen their relationships and achieve their strategic objectives.
If you are looking to improve your company’s external communication, consider implementing digital marketing and public relations strategies that will allow you to better connect with your audience and stand out in the marketplace. Start improving your external communication today and take your business to the next level!
