What is External Communication?
External communication designates all the communication activities that a company may undertake in order to engage with clients, suppliers, partners, investors, the media, and any other stakeholders. The purpose of external communication is to build or maintain stakeholder trust by ensuring a consistent connection over time. External communication relies on a variety of tools, such as: press releases, reports, press conferences, position papers, press articles, newsletters, radio shows, TV appearances, advertising, events, etc. Companies may handle external communication in-house. They can also outsource a PR agency.
Are you new to the industry? Do you need to announce new product features? Are you adding a new service to your portfolio? External communication activities can help you spread the word in an effective manner. Have you recently opened a CSR department? Have you won a public tender or a high-profile account? With external communications, your audience is sure to learn about your achievements. Are you bringing in a team of HR experts to improve your executive hiring procedures? Do you have a new CEO? Are you undergoing rebranding as a consequence of a merger or an acquisition? Will you be attending a conference, an exhibition or an industry trade show? Are you hosting an event, such as a product launch, a fashion show, or a networking event? Is your reputation on the line because a client has publicly complained about the quality of your products? Do you feel you are losing clients because you are not able to communicate on Twitter, Facebook or Linkedin?
PR companies can craft external communication strategies to create, preserve or recover your good reputation. They can prepare adequate messages to address any situation that your stakeholders need to be aware of. In addition, they can help you disseminate your messages across a variety of channels: newspapers, magazines, blogs, social media (such as Facebook, Twitter, etc.), email, telephone, TV, radio, press conferences, etc. PR agencies can also help you plan and manage any types of events, including exhibitions, conferences, product launches, etc.