What is External Communication?External communication is the phenomenon by which we can observe how a company, organization or institution announces messages or ideas from the same organism to a specific audience, which can be users, clients or public stakeholders. To achieve these goals people who are in charge of communications may use advertising, public relations, techniques on social responsability and social communication, among other methods.
How it works?
For efficient external communication, we must know the elements that come into play in the communication. The issuer must know deeply, who is speaking, to know exactly the tone and corporative politics the message must be attached to. Then it must be know what is wanted to be said, if we are going to release a brand new product, a variant of a known product, an idea of public safety, etc. Finally it must be known to whom you speak to, e.g. the receiver, as this will indicate how to be configured the message, help you choose correctly the signs and symbols that best communicate the central idea and will build a coded message just for those who can decode it.
What is it used?
It serves to disseminate messages and ideas to people who are not internal members of their organizations but remain important for the operation or for the purposes thereof.
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Recommendations
SANDRA MORIARTY et al, Advertising (8th edition)
GARY DAHL, Advertising for Dummies.
JOHN PHILIP JONES, How Advertising Works: The Role of Research
