Communicating with

Internal & External Audience

Main Source:
http://www.courses.dsu.edu/engl379_hueners/2003/sample_definition.htm
 Business Communication
The theory and context of the written, oral
and graphic methods of speech used by
members of an organization. The study of
business communication includes the
history of communication and its
involvement in business, the internal and
external communication of a business,
and the technology used to transmit the
information.
 Business Communication
• The study of business communication
involves how information is passed from
one person to another in a corporate
environment (including both internal
audience and external agencies).
 Communication Skills
• Read and understand information in a variety of
forms (words, graphs, charts, diagrams).
• Write and speak so others pay attention and
understand.
• Listen and ask questions to appreciate other
points of view.
• Share information using a range of technologies.
• Use relevant field-specific knowledge to explain
ideas.
Basic Purposes of Communicating
with Internal & External Audience

• To inform
• To request or to persuade
• To build goodwill
 Communication with Audience
Differ based on:
• Purpose
• Audience
• Information
• Organization
• Style
• Visuals/perception/idea
 Two Basic Types of
Business Communication

Internal
Communicati
on
External
Communicati
on
 Internal Communication
The internal communication is meant for
only employees of the company or
organization, and may include such items
as employee manuals, memos, meetings,
and conference calls.
 Internal Audience
Subordinates
Supervisors
Peers

Source:
©2002 McGraw-Hill Ryerson Limited
 Internal Communication Tools
• Employee manuals must clearly explain all the
practices and regulations of the company in a
matter that is easily understood and leaves no room
for argument.
• Memos for short, are used in businesses as a
means of documentation or reminders.
• Internal communications can be sent to employees
using a variety of mediums, including email, printed
documents or in a meeting.
 External Communication
External communication is intended for
audiences outside the business or firm,
and may include press releases, annual
reports or newsletters. The tone used in
external communications may differ from
those used in internal communications,
and will vary depending on the type of
business (non-profit or for-profit) and
purpose of the communication.
 External Audience
Customers
Unions/Government Agencies
Press/General Public

Source:
©2002 McGraw-Hill Ryerson Limited
 External Communication Tools
• Press releases are used by businesses to report significant
accomplishments or important advisories to the public.
Usually, the release will contain basic information that
newspapers will research further to use in putting together a
complete story.
• Newsletters and other publications are usually the
collaborative effort of several departments, which work
together to inform readers about important information
regarding a company.
• External communications also includes the communication
with customers, through email, over the phone, or in person.
The way employees present themselves reflects the
company, and for this reason, many companies monitor their
employees’ performance regarding customer service.
 Conclusion
• Advancements in the technology industry
have led to increases in the type and
amount of communication employees
have with each other and with customers.
Various means of dispersing business
communication may be used, including the
telephone, through email, online chat
programs, and on paper.