When talking about business communication ! it is important to define its contours. Absolutely! it is a fundamental and essential component of the organization! since communication is the basis for the perception of a company! its actions! its services and its values ! both by the external public and by its own collaborators.
Furthermore! it is necessary to know it in order to be able to distinguish the differences and notice the convergences between the two types of communication it includes: internal communication and external communication.
What is meant by business communication?
The term “corporate communication” refers to the way in buy telemarketing data which organizations communicate with their employees and various external audiences .
From a historical point of view! external communication has always been part of the communication methodologies of organizations! but it was defined as “public relations.”
Internal communication ! however! as a concept! has more recent origins. It was not until 1994 that the first intranets appeared! created to share and disseminate information that the company wanted to give to its employees.
When we talk about business or corporate communication ! to understand what message the company wants to convey to a specific interlocutor! we must consider the following classification of the different visions that can be transmitted:
Objective image: the identity of what the company is.
Perspective image: A company’s intentions for development and change.
Public image: how the public perceives the company.
Subjective image: how employees perceive the reality of the company.
Corporate communication: what are the objectives?
The objectives of corporate communication are multiple establish a messaging architecture and also distinguishable depending on the target audience. However! there are some common ones:
ng awareness: In both external and internal communication! organisations want to raise awareness about themselves and their brand! a specific topic! an ongoing project! a product or an organisational change.
The reasons for the need for a correspondence between internal and external communication can be summarized mainly in the following advantages:
Better strategic alignment! also with regard to corporate mission and vision concepts.
A more effective transmission of corporate values ! which must be perceived in a homogeneous and uniform manner by both the external public and employees.
A correspondence of the brand image conceived internally and externally.
A unification of external and internal messages.
An analysis and understanding of the objectives that fax lead the company is aiming for! in order to note differences and similarities.
The creation of increasingly attractive content .
However! having established that they do not necessarily have to be complete opposites! what are the substantial differences between the two?
Internal communication
It is the communication that is managed within the organization and mainly sets the objectives of awareness and commitment! both of which are essential for people within organizations.
It usually happens in 4 different ways:
Vertical: between employees who differ in their hierarchical position in the organization.
Top down: from manager or leader to employees.
From bottom to top: from employees to managers or leaders.
Horizontal: between employees in the same hierarchical position.
The three dimensions of commitment
In any case! the objectives of this type of communication are as follows: on the one hand! it is necessary for employees to develop knowledge of their company ! the projects it is carrying out and the company’s mission.
On the other hand! however! it is essential that the organization commits to involving and engaging people ! through three directions: listening! values and activities.
Listening: First and foremost! through systems! tools and methods to receive employee feedback and insights! this is the first step to positively engaging employees.
Values: Beyond defining the company’s vision! If employees can perceive that the company’s values are respected and that they also concern them personally