What are the methods of external communication? Discuss the audiences and purposes of each method.
External Business Communication
External business communication refers to communication between an organization and outside parties. These include customers, clients, suppliers, regulators, government bodies, auditors, and the general public.
The method of communication depends on the purpose, audience, and complexity of the message.
Main Methods of External Communication
Direct Meeting
A direct meeting is a formal communication method that involves face-to-face discussion between an organization and external stakeholders.
Audience: Government bodies, auditors, regulators, suppliers, and business partners.
Purpose: It is used for important decisions and real-time discussions where both sides exchange ideas and clarify issues immediately.
In banking, meetings with Bangladesh Bank, auditors, and corporate clients are common.
Audio-Visuals and Advertisements
Audio-visuals and advertisements are mass communication tools that promote products and services using visual and audio content.
Audience: General public.
Purpose: They are used to promote banking products and services and to increase brand awareness among customers.
Banks use TV ads, YouTube ads, and radio campaigns for loans and digital services.
Email Newsletters
Email newsletters are digital communication tools that send regular updates and promotional messages to customers and stakeholders.
Audience: Existing customers and general public.
Purpose: They are used to share updates, offers, and product information in a cost-effective and structured way.
Company Website
A company website is an official digital platform that provides complete and updated information about the organization.
Audience: General public and all stakeholders.
Purpose: It serves as the main information source that provides details about services, policies, and organizational updates.
Social Media
Social media platforms are interactive communication channels that connect organizations with customers in real time.
Audience: General public and existing customers.
Purpose: They are used to promote products, engage customers, and provide quick responses to queries and complaints.
Phone Calls and SMS
Phone calls and SMS are direct communication methods that deliver personalized and immediate messages to customers.
Audience: Individual customers and key clients.
Purpose: They are used to provide urgent information, support services, and maintain customer relationships. In banking, relationship managers use them for corporate clients.
Billboards and Posters
Billboards and posters are outdoor advertising tools that display promotional messages in public places.
Audience: General public.
Purpose: They are used to create brand awareness and promote products in high-traffic locations.
Sponsorship
Sponsorship is a marketing communication method where organizations support events or programs to promote their brand.
Audience: Target market and general public.
Purpose: It is used to build brand image and demonstrate corporate social responsibility.
Conclusion
Each external communication method serves a specific purpose and audience. Organizations must select the appropriate method based on their communication needs.
Effective external communication helps businesses build trust, strengthen relationships, and improve brand reputation.
