External communication is the transmission of information between a company and another person or entity in the external environment of the company. Examples of these persons and entities include customers, potential customers, suppliers, investors, shareholders, and society in general.
A company is normally dedicated to the management of its external communications. The approach used will vary depending on the circumstances, the purpose and the intended recipient. A business will communicate differently if it communicates with potential customers. Every organization is obliged to maintain a relationship with other organizations or people with a view to achieving objectives. So when a business organization exchanges information with other business organizations, government offices, banks, insurance companies, customers, suppliers, leaders and people in general, it is known as external communication.
This type of communication covers how a supplier interacts with those outside of their own organization. The objectives of this type of communication are to facilitate cooperation with groups such as suppliers, investors and shareholders and to present a favorable image of an organization and its product or services to potential and actual clients and to society in general. A variety of channels can be used for these types of communications, including face-to-face meetings, print or broadcast media, and electronic communication technologies such as the Internet.
Therefore, communication with those outside the organization is an informal exchange of information and messages between an organization and other organizations, groups or individuals outside its formal structure.
OBJECTIVE OF THE EXTERNAL COMMUNICATION
The objectives of external communication are the following:
1. Community relations: every business organization must maintain a relationship with the common people of society to achieve organizational objectives.
2. Gathering information: The main purpose of communication is to collect information from outside the organization.
3. Contracts with customers: Every organization must know the taste, likes and dislikes of its customers to increase the sale of its products or services. So this communication is necessary to contract with customers
4. Relationship with suppliers: Every organization has many suppliers from which it collects raw materials or finished products to run the business. Therefore, there must be a good relationship between the company and the suppliers.
5. Relationship with institutions: One of the most important objectives of communications is to maintain a link with banks, insurance and other financial institutions.
6. Relationship with the government: Every organization must obey the rules and regulations of the government. Thus, through communication you can maintain the relationship with government agencies.