Successful companies use a balance of both internal and external workplace communication to inform, persuade and educate their constituents on business, product or service information. Find out some specific examples in this lesson on workplace communication.
Types of Communication
Robert Gladstone is the CEO of Vibrant Airplanes. He is known to be a ruthless businessperson who yields supreme communication as his tool of dominance in the marketplace. Robert is able to use both external and internal communication tools to reach all members of his audience.
External communication is a type of communication that is used to inform the public about new products, services, personnel changes and company events and to build branding. Internal communication is a type of communication that is used to share information with employees and stockholders - and not the general public. Vibrant Airlines has unleashed enormous new products and services to the public, and in addition, has been a leader in employee communication. Let's take a look at Robert as a case study in how to use internal and external workplace communication exceptionally well.
Internal Workplace Communication
Robert Gladstone's company is rated as one of the top companies to work for in the United States. His company is known for transparency with its employees and stockholders. This means that his company shares all financial reports, policy changes and internal happenings with everyone. He does not hide information - even if it's not always good news.
For example, last year Vibrant Airplanes hit a rough financial quarter when fuel prices skyrocketed. This impacted employee bonuses and stockholder dividends. Gladstone was forthright and explained the how and why behind the decrease in profits. He provided a contingency plan to offset the price increase in the future. He communicated this information through emails and an in-person forum at the national sales meeting in Phoenix, Arizona. Gladstone also uses memos, emails, in-person meetings, blogs and even mass phone messages to communicate internal information. Gladstone believes the key to a successful internal communication plan is to offer clear, credible, accurate and truthful information in a timely manner. Vibrant Airlines was one of the first companies to utilize an internal company blog, electronic newsletters and weekly sales contests to inform and motivate.
External Workplace Communication
Gladstone is exceptionally knowledgeable about how to use external workplace communication to inform the public about new products, services, personnel changes and company events and to build branding. He is known for huge public relations stunts in order to gain free news coverage. Before he launched his new airline, he attempted a hot air balloon trip around the world. His most recent public relations stunt has been to announce a new flight to Alaska dressed as a snowman.
Some examples of external communication would be company websites, press releases, ads, press conferences and social media. The key to successful external workplace communication is to also embrace transparency and allow direct communication from the public. It is important to be responsive and honest with customers. Gladstone once offered free air tickets for a year to a family that missed their child's college graduation due to a flight delay.
Successful companies excel at communicating to all types of constituents, such as stockholders, customers and employees. External communication is a type of communication that's used to inform the public about new products, services, personnel changes and company events and to build branding. Internal communication is a type of communication that's used to share information with employees and stockholders - and not the general public. With the ability to use both internal and external methods of communication effectively, most companies will excel within their industry. I am sure Gladstone's next external public relations stunt will draw attention and sales.
This lesson can provide the information you'll need to:
- Distinguish between external communication and internal communication
- Present examples of each type of communication
- Determine how each can be used effectively in a company