Internal-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 comunication with its publics suppliers, service companies, customers, government agencies, the general public, and others.
    External operatinal 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 message, newspaper and magazine advertising, website advertising, product placement, and point of purchase display material abviously play a rle in the  business does to improve its public relations, whether through planned publicity of formal and informal cotacts between company representatives and the outside world In fact, every act of communicaton with an external audience can be regarded as public relations message, conveying  a certain image of 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 hardly requires supporting comment. Because the success of a business depends on its ability to satisfy customers' needs, it must communicate effectively with those customers. But businesses also depend on each othe in the production and distribution of goods and services. Coordinating withe 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 Service, the Scurities and Exchange Commission, or the Environmental Protection Agency. Like internal communication, external communication is vital to business success.