External Communication in the Modern-Day Organizations - Term Paper Example

Running Head: Communication Communication Name: Institution: Course: Lecturer: Date: Abstract External communication is a communication method that companies are making use to communicate with stakeholders outside their organization. It can be argued that external communication figures out all the information as well as data that is developed by an organization and the information is usually related to the company’s activities and this information is later communicated to others outside the organization. External communication is an important aspect and that all organizations need to ensure that they undertake it in the right manner to benefit greatly from it. Therefore, organizations need to ensure good communication takes place to maintain the loyalty of the customers who is likely to bring good will to the organization and lead to increased sales and profits for the organization. Companies need select from the wide range of external communication channels and thus choose the ones that suit the specific situation in the best way. 1.0 Introduction External communication is very concept that takes place in the modern day organizations. It involves the communication with people or with organization outside the company. In this regard, the employees such as the supervisors usually communicate with sources that are outside the organization and more so with the customers and vendors. It can be argued that external communication figures out all the information as well as data that is developed by an organization and the information is usually related to the company’s activities and this information is later communicated to others outside the organization. This kind of information is of great importance when it comes to the promotion the image of an organization. This paper sets put discuss and at the same time analyze the concept of external communication. 2.0 Discussion 2.1 Types and forms of external communication The customer is very important for all companies. Therefore, there is a need to ensure that the company delivers what the customers really needs. Even when it comes to aspects related to adverting and marketing, companies need to shows that the customer likes and appreciates. On the same note, different customers accept various kind of marketing or communication. Therefore, companies need to ensure that they cater for the different choices to meet the needs of various people. When companies master the aspect of impressing a great number of people using various means that are likely to succeed (Barry & Fulmer, 2004). External communication takes a number of forms and this depends on the purpose and the intended audience for the message that needs to be delivered. For example, while the analysts and investors may be interested in the annual reports of a company, customers on the other hand may be more interested in new products and service offering. The diagram below shows the various forms of external communication that can be used by an organization. Table 1: forms of external communication In addition to the forms of external communication shown in the above diagram there are others forms which includes the production of special printed or a number of electronic documents and disseminating the message to the concerned audiences. This kind of reports at times calls for validation of the reports by third parties with the aim of making the information more credible. Companies also engage in external communication by organizing public meeting, public hearing, exhibitions, seminars and open door events (Oliver, 2008). Companies mainly use this kind of communication because it is interactive in nature. Thus, they are likely to know how best the public perceives them and how the uptake of their products and services are. Companies at times sets up hot lines and other related services with the aim of disseminating information and at the same time collecting the comments and opinions from the stakeholders with the aim of making any necessary adjustments and improvements. In relation to all the above-mentioned forms of external communication, there is no form that can be said to be better than the others are. Nevertheless, it is crucial to note that it is not about the form but it is matter of the process used in determining it that ultimately defines the success of the strategy at all times (Tourish & Hargie, 2004). 2.2 Uses of external communication External communication is mainly used in ensuring that there is information flow from the various stakeholders in the organization. Thus, external communication plays an essential role in defining meaningfully the environmental policy, targets in addition to the operations performance of the organization. The second use of external communication is that through it they ensure that there is flow of information from the organization to the other stakeholders and thus there is the promotion of credibility of the organization (Wellington, 2010). External communication is also used when it come to the image management. Image management is an important aspect and a major area of concern since it plays an important role to the success of the company. A great number of people believe that the most essential image is the perception of the image. Therefore, companies need to constantly synchronize its external image. Additionally, with external communication, companies divulge their images and this offers the various media with company information and data and more so those related to relevant events and areas that need urgent intervention. External communication is also used as aspect of public relation. Public relations entail ongoing activities with the aim if ensuring that there is a strong public image. Public relation activities includes but are not limited to educating the public in undertaking the organizations, its services, products and the values that they believe in. Similar to the concept of promotions and advertising, effective public relations relates to the design and implementation of well design plans (Oliver, 2008). 2.3 Essential aspects of external communication Business communications can be internal and external. In respect to these, there exist a number of essential aspects that are needed to ensure and enhance effective external communication. One of the major aspects relates to persuasiveness. Effective external communication has been found to persuade the customer into making certain decisions that the communicator intended. In this respect, a company’s marketing strategy can in a way influence the customers to buying certain products or at times pursue them into visiting a business premise (Sharma & Mann, 2016). Therefore, effective public relations campaigns needs to make use of the media to build the image of a business in the area it is operating. In instances when a business aims at expanding to other areas and in dare need to new employees, a company’s recruitment efforts can be act as a persuasive technique when it comes to persuading the employees into considering working for that company. The second important aspect of external communication is that is should always e customer focused. A company’s external communication acts as a way to offer the company services and products to their customer base and as a good way to stay in touch with them. In instances when the customers have any queries the customers can communicate with the company through phones, emails as well through the customer service department and this will a great step into solving the existing issue. When a company communicates with the existing customers well, they are likely to spend less resources in terms on money and resources when finding new customers (Oliver, 2008)). The third aspect is that a company needs to be partner friendly. It is more likely that in the business life, businesses are likely to need to form, develop, and nurture new alliances with other businesses and more so those that specialize in marketing and at times they will need to develop relationships with the suppliers (Guffey & Loewy, 2012). The manner in which one communicates with the entities will play an essential role in determining the success of company in these areas. Companies that develop a reputation of being an easy and compatible company to conduct business with, such companies increase their chances when it comes to the formation of mutually beneficial business relationships. The last aspects relates to placing great emphasizes on listening. In relation to these, external communication entails more than just spreading the message and the intended audience getting the message. Effective communications also entails taking adequate amount of time in listening to the communicated message and offering feedback (Monica-Ariana & Anamaria-Mirabela, 2015). For example, through the use customer service survey, companies needs to consider the opinions aired by the customers and this will make the more satisfied when their opinions are considered and implemented in the company. Additionally, feedback govern by other companies that do business with the company can act as a way of indicating the reputation of the company and more so in the business community. Therefore, listening should be a culture that should be developed by all people in business to enhance the feedback. 2.4 Importance of external communication In discussing and defining external communication, it is crucial to note that external communication is mostly promotional in its nature. This is evident in that a great number of companies usually pay for advertising with the aim of letting the customers know the [products and services that they are offering in the market and this persuade them to buy their goods as well as services (Guffey & Loewy, 2012). Irrespective of the fact that a great number of companies focuses on the sales made as being a measure of their success, the perception of the public is also of great importance to an organization. Communication is a major way n which organizations can shape and define their image to the clients, community and any potential investors. The various forms of external communication make the public aware of company, environmental efforts, and philanthropic as well as other image related activities. All this serves as a way of strengthening the public relation efforts of the company. Therefore, companies make use of websites and other interactive sites such as Facebook and blogs to make their already existing customers of their upcoming products and services. Though the traditional print forms of communication are still common, modern technology have played an essential role and it has really changed the face of external communication and at the same time internet have transformed the ways of communicating and played an essential role in meeting new customers (Guffey & Loewy, 2010). Thus, a major importance of external communication is that it acts as a way of attracting new customers and retaining the already existing ones. This will be of great benefit to companies in that, there will be an increase in sales and profits of the company and thus when evaluated with other it will be among the leading companies in terms of sales and profits. 2.5 Scope of guidance on external communications There needs to be the need of guidance when it comes to external communication, there are two major forms of guidance, and they include the process oriented and the product oriented (Fill, 2005). The former kind of guidance needs to focus more on the process of developing and the implementation of an external communication program. The latter kind of guidance entails the specific advice on information products for example the environmental reports. In relation to the process-oriented guidance, those in leadership positions in organizations need to follow a number of steps as the ones identified below The identification of the audiences and objectives of the external communication Identification of already existing information Identification of the various types of information that needs to be communicated , in which forms they need to be communicated Setting up the responsibilities for external communication Monitoring of the quality, effectiveness and performance of external communication and make any necessary adjustments where necessary. The product-oriented guidance deals with the content as well as the format of certain information product that are used when it comes to communicating externally (Cheney, 2004). At the same time, the two approaches may be needed and applied based on the information products. 3.0 Conclusion Based on the discussion above, it is clearly evident that external communication is an important aspect and that all organizations need to ensure that they undertake it in the right manner to benefit greatly from it. Therefore, organizations need to ensure good communication takes place to maintain the loyalty of the customers who is likely to bring good will to the organization and lead to increased sales and profits for the organization. Companies need select from the wide range of external communication channels and thus choose the ones that suit the specific situation in the best way. This will enable them to get the best from that kind of communication. References Barry, B., & Fulmer, I. S. (2004). The medium and the Message: The adaptive use of communication media in dyadic influence. Academy of Management Review, 29, 272–29. Cheney, G., (2004). Organizational Communication in an Age of Globalization: Issues, Reflections, Practices. Long Grove, IL: Waveland Press. Fill, C. (2005). Marketing Communications: Engagement, Strategies and Practice. Harlow, England: Prentice Hall. Guffey, M.E. & Loewy, D. (2010). Business Communication: Process and product. Boston: Cengage Learning. Guffey, M. & Loewy, D. (2012). Essentials of business communication. Boston: Cengage Learning. Monica-Ariana, S. & Anamaria-Mirabela, P., 2015. Idioms in Business Communication. Romania: The Annals of the University Of Oradea. Oliver, S (2008). Public Relations Strategy. London: Kogan Page Ltd. Sharma, S. & Mann, D. (2016). Communication for socially responsible initiatives. Indian Journal of Industrial Relations, 52(1), pp.87-101. Tourish, D. & Hargie, O. (2004). Key issues in organizational communication. United Press: Psychology Press. Wellington, P. (2010). Effective customer care. London: Kogan Page Publishers. Read More