Isabella R.

Blackwell

CC 402

Written Essay: External Communication Process

What is external communication? It is, “external communication, which focuses on

spreading news and information about your business, product and/or service to the public,

customers and other business stakeholders. This underpins how you are viewed by those outside

of the business – your corporate reputation” (Onyx Health, 2016). I never thought that corporate

communication, specifically external communication, would be so complicated and made up of

so many different parts. External communications is practically outside world of your business,

and how others view and are involved in it.

In today’s society corporate communication and external communication have both

evolved so much. One of the biggest forms of communication now is social media, which is why

social media is one of the most important elements of external communication. “While

traditional print methods of communications are still common, modern technology has changed

the face of external communications, as the internet and social media have become a valued

resource in reaching new customers. This comes with its own set of challenges, as it can leave

business more open to negative backlash, but needless to the say, the opportunity modern

technology offers far outweighs the risks.” (Onyx Health, 2016). Social media is today’s best

form and source of news and information. many companies have had to change up their format

and how they receive and give information. Social media can make or break relationships with

stakeholders. If a company is putting information out there that their stakeholders doesn’t like,
that can create short term relationships and enemies. Making sure you’re putting smart

information out online and not making sure you’re putting smart information out online is the

best way to maintain your relationships with your stakeholders is the best way to maintain your

relationships with your stakeholders.

Another important element of external communication relates to social media. It is media

deliverables, which can include emails and newsletters. Through email you can give information

to specific people, Such as release dates, coupon codes, products, etc. You can also send personal

messages, like a “thank you”, or “thanks for joining”. There are many benefits of using

deliverables in today’s society. “ a powerful way to build relationships with various groups in

your external network. With segmentation, you can group your email campaigns into solutions

for shareholders, customers, and investors, and then refine each of those groups even further.

Email open-rates are on the rise and the fact that it costs very little to get an email campaign

going means that it’s one of the best ways to add weight to your external communication in

business toolkit. Just make sure that you design something that works just as well on mobile

devices as it does on desktop screens. More than ​half of all US cell phone owners​ access email

on a phone rather than a desktop.” (Fabrik Brands, 2018).

Another very important element of external communication goes hand in hand with

deliverables, and that is being customer focused. Learning what your stakeholders (your

customers) like and dislike can help a business. This makes sense because your stakeholders,

specifically customers, are the ones who keep a business running. If the audience doesn’t have an

interest in a business, there would be no business. “Your external communication is a way to

provide service to your customer base and to stay in touch. When your customers have a problem
or question, communication methods like email, telephone or an in-person customer service

department allow your customers to resolve any issues. By sending a newsletter or information

about special promotions by email, you're keeping your business in the mind of your customers,

which can lead to repeat business. The better you communicate with your existing customers, the

less time and resources you will need to spend on finding new ones.” (Joseph, 2017).

I believe that corporate communication can make a positive impact on society in many

different ways. Corporate communication is the way that news and information are spread to the

public, and to a company’s stakeholders. Corporate communication values sets the tone for

businesses and how they should be interacting with their stakeholders in order to build a strong

relationship and reputation. In this class, we talked about this many times. Companies and

businesses are responsible for creating good relationships and reputations, and this means that

those companies and businesses are putting out good things into the society. For instance, “Many

people agree with the idea that organizations should contribute to society in a way that impacts

both the organization and stakeholders/communities beyond the bottom line” (Chewing, lesson

3).

Corporate social responsibility, or CSR, is another one of the important elements in

corporate communication. CSR is like a business strategy or approach that is applied through

ethics. “CSR goes beyond legal obligations to encompass ethical obligations. It is considered

part of being a good “corporate citizen.” Coombs and Holladay, the authors or your reading for

this week, define CSR as “the voluntary actions that a corporation implements as it pursues its

mission and fulfills its perceived obligations to stakeholders, including employees communities
the environment, and society as a whole.” (Chewning, Lesson 3). Using CSR in Corporate

Communication, can make a positive impact on society because it is used through ethics, and

ethics is using moral principles, and doing what is right and not what is wrong.

Although I know that Corporate Communication mostly makes a positive impact on

society, it can also do the opposite. Another important element can can leave either a positive or

negative impact on society is Headlines. Through this class we learned about headlines in the

importance of them. In one of our discussions I talked about YouTube and how that is one of the

biggest platforms that people rely on headlines to gain an audience from. Headlines can make or

break youtubers videos. They use catchy and interesting headlines to lure people to watch them.

if you are putting out a positive headline that can create a positive impact on society. But if you

are putting out a headline that uses Clickbait (which is a title that can be misleading or has no

correlation to what your video is about), this can create a negative impact on society. Because

you’re putting false information and false negatives online. “..The best headlines appeal to the

reader's self-interest or give news.". (Wilcox & Reber, 2016). In order to make a positive impact

on society, headlines should be truthful and real in order to standby ethics.

Lastly, I believe that in order to make a positive impact on society, ​c​ompanies and

businesses to start using online media releases more versus traditional media releases.

Traditional media releases are, “Generally printed on 8.5 by 11 paper or sent as an email

attachment...they are written in double or single-spaced" and "Americans usually trust the

information from news organizations more than they trust information from other places.”

(Chewning, Lesson 6). Traditional media releases are older and are released differently. The
information doesn’t get around as quickly as online media releases. An online media release is a

more concise and brief version of a traditional. online media releases can use headlines,

hashtags, and other social media tactics.

I believe that traditional media releases are just going back in time and not helping

society progress. Well I do believe that sometimes we need more information instead of a brief

version well I do believe that sometimes we need more information instead of a brief version,

nowadays people are just looking for a quick and easy read. Online media releases help keep up

with the times and therefore create a positive impact on society. By putting out online media

releases we are pleasing audiences with what they want.

Overall, corporate communication is slowly but surely having a bigger impact on society.

Businesses and companies are using corporate communication, specifically external

communication tactics to keep their businesses alive. I believe that this field is going to only get

bigger. people will realize that it is this field that has the information to keep businesses afloat.

nowadays through social media many people have their own companies and businesses, I need

the information to run them successfully. Without corporate communication there would be no

template in how to run a company while keeping your stakeholders without corporate

communication there would be no template in how to run a company while keeping your

stakeholders pleased.
References

External Communication Strategies: Finding Your Marketing Megaphone. (2018, May 16).

Retrieved from ​http://fabrikbrands.com/external-communication-strategies/

Importance of External Communications. (2016, December 05). Retrieved from

http://onyxhealth.com/importance-external-communications/

Joseph, C. (2017, November 21). Important Aspects of External Business Communication.

Retrieved from

https://smallbusiness.chron.com/important-aspects-external-business-communication-3098.html

*Wilcox & Reber

*Chewning Lessons