What Is External Communication in Business? - Definition, Strategies & Examples

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: What Are Cultural Barriers to Communication in the Workplace? - Definition & Examples

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:01 External Communication
  • 0:23 Channels of Communication
  • 0:48 Strategies of External…
  • 2:49 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed Audio mode

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Shawn Grimsley

Shawn has a masters of public administration, JD, and a BA in political science.

Businesses communicate with the outside world in many different ways. In this lesson, you'll learn about how businesses communicate with their environment and be given some examples. A short quiz follows the lesson.

Definition of External Communication

External communication is the transmission of information between a business and another person or entity in the company's external environment. Examples of these people and entities include customers, potential customers, suppliers, investors, shareholders, and society at large.

Channels of Communication

A channel of communication is simply the way the organization transmits its message. Communication channels include face-to-face communication, print media, such as newspapers, magazines, fliers, and newsletters, broadcast media, such as radio and television, and electronic communication, such as websites, social media, such as Facebook and Twitter, and email.

Strategies of External Communication

A business typically engages in different strategies in managing its external communications. The approach used will vary by circumstance, purpose, and the intended recipient. For example, a business will communicate differently if it is communicating with potential investors, its shareholders, or its customers.

Bad news is communicated differently than good news. For example, an oil company will communicate about an oil spill differently than its joint venture with another company to develop alternative fuels. Some generalized approaches to external communications include:

Public relations is a manner of external communication where a business uses psychological and sociological knowledge to create a positive image of its business and activities. The message is broad and is about creating a good public image. For example, a fast food chain may sponsor a kids' marathon to improve its image in the community relating to health.

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account