Corporate communication is crucial for any organization’s success, serving as the heartbeat that keeps information flowing and cultivates a strong brand persona. There are two key aspects to consider: internal and external communication.
Each serves a distinct audience, with different goals and strategies. Understanding these differences is essential for crafting an effective communication plan.
Audience
At the core of the internal-external communication divide is audience distinction. Internal communication is all about ensuring the employees are up-to-date, motivated, and aligned with the company’s vision. Here, companies are speaking to everyone from the folks on the frontline to the top brass, and even to the internal stakeholders like board members.
On the contrary, external communication caters to those beyond the organization’s frontier. This includes potential and existing customers, investors, partners, the media, and the public at large. Given the diverse interests and needs of this broad audience, the messages need custom-tailoring.
Tone
The tone of the communication differs significantly between internal and external messages.Internal communication often employs a more casual and conversational style. It might include company-specific jargon or technical terms that resonate with the employees but could bewilder those outside the organization.
Also, internal communication allows for a personal touch, encouraging camaraderie and a sense of belonging. External communication, however, demands a formal and polished tone.
Companies need to be lucid, and concise, and ensure the message is universally understood, regardless of one’s familiarity with the company or industry. Here, simplicity and consistency with the brand voice are key.
Message
Internal and external communication content diverges based on their audiences. Internal communication focuses on operational efficiency and employee engagement. This is where businesses share company news, updates, and strategies, and promote internal events.
This plays a vital role in fostering a strong company culture, recognizing the employee’s hard work, and promoting open communication. When shifting to external communication, the goal is to shape the public’s perception of the company and brand.
Businesses aim to pique the interest of the audience with engaging marketing messages, press releases, damage control strategies, and content that highlights the products, social initiatives, and industry expertise.
Channel
The channel companies choose to deliver their messages can significantly impact the success of the corporate communication strategy. For internal communication, companies use various channels to ensure the messages reach everyone, from the company intranet and internal newsletters to email blasts, town hall meetings, internal social media, and digital signage in common areas.
External communication, conversely, leverages different channels to build brand reputation and connect with external audiences. This includes advertising campaigns, PR efforts, social media platforms, customer service interactions, press releases, and media outreach programs.
Building a robust communication framework
Creating a robust corporate communication strategy starts by understanding what the company hopes to achieve with each audience. Companies need to group their internal and external audiences based on their interests, needs, and communication preferences. Create content that resonates with each audience segment.
Internal communication should inform and engage, while external communication should attract and convert audiences. Use the most appropriate channels to reach the target audiences effectively.
A mix of traditional and digital channels can ensure maximum reach. Regularly assess the effectiveness of the communication efforts through surveys, analytics, and feedback. Be ready to adapt and refine the approach based on the data collected.