External communication is the transmission of information between a business and another person or entity in the company’s external environment. A Channel of communication is simply the method by which the organization transmits its message.
External communication typically includes email, brochures, newsletters, posters, advertisements and other forms of multimedia marketing designed to attract customers, partners and suppliers to conduct profitable business transactions. Companies communicate the price of their products and services by using advertisements in print media and on television, radio and the Internet.
By communicating with customers through direct marketing channels, distributors or business partners, companies enable sales and delivery of their goods and services in ways that end up providing benefits for each party. Companies promote their products by communicating the benefits and features in printed product or service literature. Companies present their products at trade shows and events to demonstrate their personal or business use. External communication strategies underpin how a business connects with stakeholders outside of the organisation. Enterprise’s customer base can be divided into business-to-business (B2B) and business-to-consumer (B2C) customers. For its B2B customers, the key messages focus on efficiency, being a businesses’ ‘partner’ and Enterprise’s new products and services. Enterprise’s dedicated recruitment website ‘Come Alive’ promotes Enterprise to potential new recruits.
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In this lesson, you’ll learn about how businesses communicate with their environment and be given some examples. Examples of these people and entities include customers, potential customers, suppliers, investors, shareholders, and society at large. Communication channels include face-to-face communication, Telemarketing, 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.


Unlike internal communications, directed at employees to explain policies and procedures, external communication devices promote sales and publicity, generate sponsorship, announce events, products or services and support branding. Companies target partners and suppliers with offers of reduce prices using communication mechanisms such as brochures, functional specifications and selling guides. Functional specifications, reference manuals and other product documentation enable customers to decide if the product meets their needs.
They conduct training courses to show people how to use product functions and certify personnel in product usage.
These messages influence external stakeholder’s opinions about a brand and its products or services.
B2B customers require rental vehicles for employees whereas B2C customers have individual vehicle hire needs.
An example is Enterprise Flex-E-Rent – a long term rental solution between 28 days and 3 years. The site also shows recent awards that Enterprise has achieved, for example, Enterprise was awarded Graduate Employer of the Year 2013 at the National Graduate Recruitment Awards. Campus brand managers actively promote Enterprise to staff and students at their university.
Examples include positive articles in The Guardian and The Times about Enterprise’s strong graduate recruitment programmes and the benefits of Enterprise’s ‘onboarding’ programme for new recruits. You think reading some book and attend motivational course will maintain or increase your sales consistently? You can see a lot of changes and new way to keep your external communication into next level.
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Marketing professionals use persuasive techniques to influence others in their external communication strategies.
Other incentives, such as bonus points or coupons, help generate customer loyalty by getting consumers to buy products at a reduced price. Through external communication documents such as requests for proposals or statements of work, companies set up business relationships allowing them to prosper in a complex, global marketplace.
Literature also convinces potential customers that products provide a return on investment and an affordable total cost of ownership.


Companies offer instructor-led training, virtual events using Web conferencing software and self-paced courses to meet the needs of busy professionals.
Enterprise’s external communication strategies are focused on its customers, potential customers, potential recruits and local communities. Enterprise uses a different communication strategy for B2C (communication with retail customers) compared to B2B customers (communication with other businesses).
These include its commitment to the customer experience, its extensive branch network and its unique pick-up service. To win this award Enterprise demonstrated excellence in attraction, onboarding, development and retention along with providing evidence of satisfaction from a cross section of recent graduate hires.
This is supported by career fairs and written communication strategies such as leaflet and poster distribution which also help create brand awareness. Its commitment to planting 50 million trees over 50 years as part of its environmental sustainability policy has been widely communicated to stakeholders through its Sustainability Report, YouTube and in the press.
It is their role to make the first impression and shape the interactions a customer will have over time with your organization. Additionally, companies send email messages to offer discounted prices, free samples and joint promotions with other companies using vouchers and financing deals. Promotional literature tends to include attractive photos, text and descriptive language to describe product or service details. During training events, instructors and company representatives give presentations and communicate with participants to learn about individual needs. Other communication channels include Facebook, Twitter and Linked In sites, all showing current employment opportunities.
Using logos and slogans to build up their brand recognition, companies develop a market presence. Additionally, companies conduct surveys using online questionnaires to get feedback on product usage and requirements for new product development.



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