Meaning of external communication: The communication that is occurred among the organisations is called the external communication. Every organisation is required to maintain a relation with other organizations or people with a view to achieving goals. So, when a business organization exchanges information with other business organizations, government offices, banks, insurance companies, customers, suppliers, leaders and general people and so on, it is known as external communication. External communication covers how a provider interacts with those outside their own organization.
The goals of external communication are to facilitate cooperation with groups such as suppliers, investors and stockholders and to present a favorable image of an organization and its products or services to potential and actual customers and to society at large. A variety of channels may be sued for external communication, including face-to-face meetings, print or broadcast media and electronic communication technologies such as the internet.
So, external communication is an informal exchange of information and message between an organization and other organizations, groups or individuals outside its formal structure.
Objective of external communication: External communication occurring in any form outside the boundary of a business organization is called external communication. The objectives of an ideal external communication are as follows:
- Community relations: Every business organization has to maintain a relation with the common people of the society so as to achieve the organizational goals. External communication helps to keep a link with the people.
- Collection of information: The main objective of external communication is to collect the information from outside the organization.
- Contracts with customers: Every organization should know the taste, liking and disliking of its customers to increase the sale of its products or services. So, external communication is necessary to contract with customers.
- Relations with suppliers: Every organization has many suppliers form that it collects raw material or finished goods to run the business. So there must be a good relation between the firm and its suppliers.
- Relation with financial institutions: One of the most important objectives of external communication is to keep a link with banks, insurance and other financial institutions.
- Relation with government: Every organization should obey the rules and regulations of the government. So, through external communication it can keep the relation with government agencies.
- Shareholder relation: Shareholders are the owners of the company. The board of directors is liable to inform all the business affairs to the shareholders. External communication is a must in this regard.
- Others: (a) to keep the relation with regulatory bodies (b) To keep the images of the company (c) To keep the international relations etc.