BUSINESS COMMUNICATION-External communication

BUSINESS COMMUNICATION-External communication

As a business enterprise in the modern society, it has to interact, pro-actor reacts to happenings in other institutions viz.
 Government bodies, statutory/regulatory agencies, municipal authorities etc
 Distributors, dealers, and retailers
 Customers, community and society at large
Reputed organizations are concerned about their public image, goodwill, and trust. In order to further reinforce their reputation, they participate in a number of activities:
 Public speeches by senior executives
 Tactful responses to comments and criticisms in the media
 Preparation and distribution of informative pamphlets about the firm
 Marketing communications or advertisement/publicity
 Production and dissemination of product catalogs, videos etc
Because of their importance, these activities are centralized in the Public Relations and Corporate Communications department of large corporations. These activities have emerged as specialist skills of critical importance to the well being of the company. Successful messaging can:
 Eliminate unnecessary correspondence
 Save time and expense
 Build favorable impression in public mind
 Enhance reputation and goodwill
 Help increase company profits and profitability