CRM technology

How to Manage Your Company’s External Communication

2 min read · Listen

For your company to be recognised and understood, you need to work on your external communication. 

There is no other way for your company to relate to suppliers, partners, customers or other important members of your business. 

As well as internal communication, it is especially important in the midst of COVID and the rise of teleworking. And it is in the midst of a transformation process. 

That is why, in this article, we are going to talk about it. 

Who is responsible for a company's external communication? While companies hesitate between Human Resources and Marketing when it comes to defining which department should manage internal communication, they are much clearer in the case of external communication:

  • Or it is in charge of marketing.
  • Or a marketing subdivision is in charge of sales, advertising or public relations.

What are the main types of external communications?

An effective external communications strategy needs to employ a wide range of tactics to convey information to the audiences it serves. This includes:

  • Your customers.
  • Your potential prospects.
  • Your investors.
  • Your shareholders
  • Etc..

Sounds a lot like everyday marketing, doesn't it? 

Although it may seem so, it is not the same, it is only a "small" part of the work they carry out. 

The biggest difference is that instead of managing communication with customers and potential customers, when we talk about external communication we mean communication with anyone outside your company. 

With this description, while all companies benefit from these approaches, large companies need it the most.

What content falls under the umbrella of external communication?

External communication involves various types of content, ultimately all content created in-house and aimed at people outside the company. 

These are some of the main ones:

  • Website and its content
  • Events
  • Social media
  • Newsletter
  • Public relations
  • Reputation
  • Customer communications
  • Talks
  • Etc..

Differences between internal and external communication.

Although they are complementary and both very important, they are different: internal communication refers to the strategies involved in your organization to ensure that information is connected to and available to employees. 

It is key to improving knowledge sharing, productivity, employee engagement and ensuring that everyone in your company is aligned. 

However, it is not given enough importance: 74% of employees feel they are missing out on company news and information. 


external communication

External communications, meanwhile, aims to help your company better communicate its brand purpose, products, services and personality to the public. 

There are so many ways to do this and here are some strategic tips for getting your communications out of the park.

The key in both cases is to use the right tools.

And the best tool for managing communications in your business is a CRM. 

And the best CRM you can try is efficy. 

If you want, you can discover it today: 

Learn more about:

Improve Your Corporate Communication Strategy