External-Operational Communication

The work-related communicating that a business does with people and groups outside the business is external-operational communication. This is the business's communication with its publics-suppliers, service companies, customers, government agencies, the general public, and other.
      External-operational communication includes all of the business's efforts at direct selling: salespeople's "spiels," descriptive brochures, telephone callbacks, follow-up service calls, and the like. It also includes the advertising the business does to retain and generate new customers. Radio and television messages, newspaper and magazine advertising, website advertising, product placement, and point-of-purchase display material obviously play a role in the business's plan to achieve its work objective. Also in this catergory is all that a business does to improve its public relations, whether through planned publicity of formal and informal contacts between company representatives and the outside world.In fact, every act of communicaton with an external audience can be regarded as a public-relations maessage, conveying a certain image fo the company. For this reason, all such acts should be undertaken with careful attention to both content and tone.
    |The importance of external-operational communication to a business harldlu requires suporting comment. \Because the success of a business depends on its ability to satisfy customers' needs, it must communicate effectively with those customers.
    But business also depend on each other in the production and distribution of goods and services. Coordination with contractors, consultants, and suppliers also requires skillful communication. In addition, every business must communicate to some extent with government agencies, such as the Internal Revenue Services, the Exchange Communication is vital to business success.