External Communication

By SIR HASEEB UR REHMAN

The exchange of information and message

between an organization and other
organization groups, individual outside its
formal structure.
Simply we can say :
Communication that takes place out side the
organization is called external
communication.

A company addresses the outside world for

its own benefit.

Customers and suppliers are in regular
communication with company.
Here, the company usually uses formal
channels such as press releases,
advertisements and product orders.
Since the company wants to control its
image and its ability to maintain good
relationships, this kind of communication is
almost always formal and controlled.
External communication is about building
the company's image through its
relationships.

External communications main

expression is through public relations,

media relations,
marketing and advertising.
Successful businesses utilize effective
external business communication to
accomplish the companys goals and
mission.

Channels of external
Communication
Face to face meetings
Print and broadcast media
Pamphlets
Press conference
Annual reports and letters etc

The goal of external

Communication.
The goals of external communication are

to facilitate cooperation with groups such

as suppliers, investors, and stockholders
To present a favorable image of an
organization
To promote the organization
Advertise the organization
Provides information about products and
services to customers