Business Definition for: External Communication

• the exchange of information and messages between an organization and other organizations,
groups, or individuals outside its formal structure. The goals of external communication are to
facilitate cooperation with groups such as suppliers, investors, and shareholders, 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 used for external
communication, including face-to-face meetings, print or broadcast media, and electronic
communication technologies such as the Internet. External communication includes the fields of
PR, media relations, advertising, and marketing management.

1. An information source. Presumably a person who creates a message.

2. The message, which is both sent by the information source and received by the
destination.
3. A transmitter. For Shannon's immediate purpose a telephone instrument that captures an
audio signal, converts it into an electronic signal, and amplifies it for transmission
through the telephone network. Transmission is readily generalized within Shannon's
information theory to encompass a wide range of transmitters. The simplest transmission
system, that associated with face-to-face communication, has at least two layers of
transmission. The first, the mouth (sound) and body (gesture), create and modulate a
signal. The second layer, which might also be described as a channel, is built of the air
(sound) and light (gesture) that enable the transmission of those signals from one person
to another. A television broadcast would obviously include many more layers, with the
addition of cameras and microphones, editing and filtering systems, a national signal
distribution network (often satellite), and a local radio wave broadcast antenna.
4. The signal, which flows through a channel. There may be multiple parallel signals, as is
the case in face-to-face interaction where sound and gesture involve different signal
 systems that depend on different channels and modes of transmission. There may be
multiple serial signals, with sound and/or gesture turned into electronic signals, radio
waves, or words and pictures in a book.
5. A carrier or channel, which is represented by the small unlabeled box in the middle of
the model. The most commonly used channels include air, light, electricity, radio waves,
paper, and postal systems. Note that there may be multiple channels associated with the
multiple layers of transmission, as described above.
6. Noise, in the form of secondary signals that obscure or confuse the signal carried. Given
Shannon's focus on telephone transmission, carriers, and reception, it should not be
surprising that noise is restricted to noise that obscures or obliterates some portion of the
signal within the channel. This is a fairly restrictive notion of noise, by current standards,
and a somewhat misleading one. Today we have at least some media which are so noise
free that compressed signals are constructed with an absolutely minimal amount
information and little likelihood of signal loss. In the process, Shannon's solution to
noise, redundancy, has been largely replaced by a minimally redundant solution: error
detection and correction. Today we use noise more as a metaphor for problems associated
with effective listening.
7. A receiver. In Shannon's conception, the receiving telephone instrument. In face to face
communication a set of ears (sound) and eyes (gesture). In television, several layers of
receiver, including an antenna and a television set.
8. A destination. Presumably a person who consumes and processes the message.
Communication Process
Communication is a process and as such contains many elements susceptible of defect. Here are the elements of the
communication process (see picture):

• A message: what need to be communicated

• A messenger: the person who has something to communicate
• A receiver: the person who will receive the message
• Encoding: verbal and non-verbal convention of communication
• Decoding: reading by the receiver of the encoding done by the messenger
• Channel: the means of communication
This process works as follows: The messenger has something to communicate, a message. This message has an
intent. The messenger will encode his message with words, behaviour and body language that he senses will help
him to best communicate this message according to his intent. The message will go through a channel, a means of
communication such as e-mail, face to face or phone conversation, letter, presentation. The receiver will then decode
the message using conventions, cultural or contextual background, and language skills. The message he receives
might or might not meet the intent of the messenger.

Reducing Interference
It seems a straightforward process, a message goes from point A to point B, but so much can go wrong at any stage
of this process. When communication is broken it happens most often because interference occurs in the
communication process. Here are some examples:

• The message can be unclear. If the messenger uses words unknown to the receiver, expressions typical of an
area, slang or too many acronyms for example, the receiver might have trouble to decode the message.
• The state of mind of the messenger can influence the message. Anger, frustration, joy can all change the way the
message will be perceived. The tone used to say a simple sentence can lend tons of meaning, as well as the
body language accompanying the words. These play a role at the receiving end of the process as well. If in a bad
mood, the receiver might perceive what is being said in a different way than when in a good mood, for example.
• If the wrong channel is used for the content and intent of the message they might get lost. For example, when a
supervisor asks one of his employees to come and see him in his office, the message might not be perceived the
same if communicated in person or through a note left on the employee’s desk.

Read more: "Elements of the Communication Process: The Journey of a Message and Ways to Reduce Interference"
- http://soft-skills-development.suite101.com/article.cfm/communication_model#ixzz0BAmhotVJ

Business Communication can be described as any sort or verbal or nonverbal communication. Business
communication comprises of both external communication and internal communication.

External business Communication

Any exchange of information, or even advertising of any sort that an organization establishes with the
people outside the organization can be termed as external business communication. External
communication involves exchange of information or transmission of messages to clients, investors, or any
other organization, which is directly or indirectly related to the performance of your business.

Modes of External Communication

Advertising: Advertising is perhaps a very crucial mode of communication as far as the clients of the
company are concerned. Advertisements in any form - prints, video or audio can be used effectively to
communicate your message to the clients/ customers. Advertising your products/services can help you to
reassure your existing clients as well as give you a chance to attract new customers. Advertising can be
done using the following media:
Print media: Newspapers, Magazines, Fliers, Brochures, Newsletters, and Catalogues

Electronic media: Internet, Telephone, Television, Radio or the emerging Podcasts can be used effectively
for external business communication.

Non-conventional: If your Business is looking for un-conventional communication ideas, then investing in
Trade shows, Promotional events, or setting up kiosks and hoardings can be a good option.

Goals of External Business Communication

Creating a Corporate Image: Any external communication that a corporate organization undertakes is
instrumental in creating a corporate identity for the business. Every form of communication and all its
elements contribute to building a corporate image. For example even the kind of colors a Company used
for its corporate stationary or the company logo will speak volumes about the kind of image the company
is trying to portray.

Retaining Old Customers and Attracting New Customers: External business communication can be used
effectively to reach out to your old customers and strengthen their trust in the Business. The other
objective is to reach out to the new customers/clients. Thus ultimately effective communication will
translate into increased and steady inflow of revenues.

Tips:
• Be concise and clear during communicating. Explain your goals and
objectives very precisely.
• Do not bluff or make false claims. Failure to fulfill those claims will
earn your Business a bad reputation.
• While arranging meetings or conferences with your clients/customers,
value their time and consider their convenience
Internal Business Communication

Communication within the organizational structure of a corporate company is called internal business
communication. Internal business communication is also one factor that cannot be compromised upon if
you want to ensure a successful business.

Goals of Internal Communication:

Creating Better Work Atmosphere: Workplace atmosphere can be enhanced by effective business
communication. Healthy flow of communication across all the peer groups, subordinates and seniors
ensures a healthy work atmosphere.

Increased Productivity: Better communication translates into better understanding of the Corporate goals
and objectives of the company. Hence if the communication between work groups is clear and sound, that
results into increased productivity for the Business.

Modes of Internal Communication

Print: Memos, in-house newsletters, fliers, magazines or leaflets can be used according to the Business
needs.

Electronic: PowerPoint presentations, videoconferences, telephone; fax, emails or even Internet

messengers can be used for in-house communication.

Personal Communication: Regular meetings, conferences, brainstorming sessions or even informal chats
can be considered as effective communication tools at workplace.
Internal business communication can be further classified into three categories of communication:

Upward Communication

Communication within the organization that passes from a lower hierarchy to higher hierarchy is called
upward communication. For example subordinates passing on information to their seniors will be
considered as upward communication.Here are some useful pointers to use while communicating with
your seniors:
• Subordinates should communicate with their seniors with an amount
of respect. Although, we live in an age where workplace atmospheres
are getting more friendly and open, it is necessary that one must not
cross their boundaries.
• Try maintain a healthy relationship with your senior. Always seek
feedback and at the same time make it a point to convey your own
ideas and suggestions to them
Downward Communication

Communication that flows from the higher hierarchy to lower hierarchy is called downward
communication. Some points to keep in mind while communicating with your subordinates at work:
• Treat your subordinates with respect
• Criticism if unavoidable should be kept constructive
• Regularly ask for suggestions or feedback
Horizontal Communication

Communication within peer groups can be terned as horizontal communication. Bitching and gossiping
may not be the only form of information exchange. Make not of some useful tips while you are at your
workplace:
• Do not indulge in mud slinging /back stabbing
• Try and avoid conversations that tend to de-motivate you or your
colleagues from work