And the last but not least mean of external communication are press releases. These are used for making announcements and providing crucial information incorporated in a message and ultimately for grabbing the target audience attention and awareness.
Unlike formal external communication, informal external communication is a form of communication, which organizations cannot regulate directly (SMARP, 2020). It comes from the fact that the employees, press secretaries of the brand, still represent it even outside of the organization. The way they interact with other people, make conversations about the company they are working at, position themselves on social media and even the way how the employees physically look has a significant impact on the company's reputation. Therefore, no employer would physically be able to monitor and supervise each action of his or her employee in order to control the flow of informal external communication. Each worker needs to understand the contribution that he or she makes to the brand image and carefully consider the actions and behaviour that would potentially damage the reputation of a brand.
Summarizing everything that has previously been stated, external communication plays a vital role in both marketing, sales, awareness and reputation. It creates a bigger picture of a brand, incorporates all the intentional and also unintentional messages that are delivered directly to customers, financial institutions, authorities and partners. And the way how external communication is being proceeded and monitored can have a dramatic effect on the overall health and performance of a company.
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