CHAPTER 5-PRACTICE

1) What is the external communication? (4

marks)
External communication refers to communication made specifically to people and
organizations outside of the business. It focuses on spreading information about the
company to the public. Eg....
2) Identify and explain THREE (3) different components of external communication
planning. (6 marks)
i. Measurable objectives: smart goals…goals should be….for example…
ii. Target audience: who you are intending the message for…what is your
expected outcome on receipt of the message. How to target supporters and
those against
iii. Budgeting: detailed plan on the expenses for the communications plan.
Ensure the necessary resources are available.

3) Explain TWO (2) different reasons why external communication is important?

(6 marks)
i. Improve brand image – through external communication, a business can gain
the public’s favor
ii. Boost company’s brand recognition
iii. Salvage a crisis
iv. Promote products
v. Establish business relationships with…