How to handle External Communication in the company?

Every organization needs to project a specific profile of the company, defining what perspective it wants to achieve in the market, and to achieve this, it must design and program a external communication.

Communication is the determining factor in any relationship between an entrepreneur and a client, it is paramount, by this means attention is attracted and marketing interest is provoked.

Through external communication, companies must announce to their clients what their potential is, their importance, their transparency.

What is External Communication?

The external communication It is an integral part of the communication associated with companies. Within any organization there is internal communication, this is based on the exchange of information between managers and employees of every corporation, association or company. In external communication it is different, because its purpose is to highlight the profile of the brand linked to the company with the distributors, partners and the community in general.

External communication is the connection of the elements that make up the internal environment, with which are in the external environment, exclusively or in a general way, exports the image of the organization.

Objectives of External Communication

In external communication there are many objectives, for example: profile, sales, placement, vision, influence, popularity, social responsibility, among others.

For this reason, entrepreneurs must keep in mind their objective, what market they want to achieve, on this basis, they can direct their message and make it be noticed by the interested public.

Main goal

In external communication, the objective of the employer is paramount, to show the image that identifies, so that through commercial exchange he achieves the maximum competition in the market that he wants reach.

The objective is the initial phase in the planning of an external communication to be able to apply any maneuver of the employer. It is a basic instrument, which the public accesses directly with the company profile.

Objective of the External Communication Plan

In external communication, achieving the objective is the purpose, this will be aimed at improving the reach, popularity and transparency of a company's marketing.

To achieve the objective of an external communication plan, it is necessary to indicate:

• Show the exclusivity of the product to the commercial market.
• Observe and evaluate the specific actions of the clients.
• Customer behavior with the product brand.
• Review the development and extension achieved with sales.

Fundamental Steps of External Communication

There are different essential steps that allow transmitting the message of external communication:

• Requirements: Before releasing any information to the market, the entrepreneur must have anticipated the objective that he wishes to achieve with his business. What precise strategies, what will be the most recommended actions for the company's profile.
• Public choice: External communication can be modified depending on the public to whom it is intended, suppliers, distributors, clients.
• Research consumer preferences: know the tastes, trends, preferences of the public, what are the means used to obtain information about what favors them. In this step it is very important to make sure that the external communication arrives successfully.
• Create Indicators: these are guides or controls, which allow organizing the path and evolution of the objective that is disclosed in external communication, through this resource, the reception of the message is shown if the planned objective was fulfilled or if a new impulse must be used to increase the commercialization.
• Select the medium: it is important to choose the most effective channel, investigate how to send the message knowing the consumer, the busiest means of transmission are newspapers and the internet, there are a large number of people who do not watch television it could be a bad investment to advertise through this resource.

Currently there is a lot of competition in commercial markets, for this reason companies must use product advertisements to advance and maintain their proposal to the consumer in the market.

Types of External Communication

Companies must organize the way they communicate their objective. There are correct ways to show the image of the company to the public:

Active external communication

It is related to the activity and progress caused by the brand of the product in the public.

Strategic external communication

Its objective is to obtain information on aspects that allow it to perfect its placement in the market and if there are legislative developments.

External popularity communication

Use external information to show the profile of the company and its products, renew its image and reputation.

The company offers through external communication information to consumers, distributors and market investors, with the purpose of increasing profits, strengthening relations between the organization and the different tendencies of the public.