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External communication: a challenge for companies





A company is not always aware of the importance of good external communication. However, developing a good communication strategy is essential for any structure, whatever its size. It is a key means of developing, in the short or long term, its customer base.


What is external communication?


External communication covers all forms of communication that a company can undertake with regard to its external public. Its aim is to develop the structure and make it known to as many people as possible, both customers and prospects. It also allows the company to create a real brand identity and to stand out from its competitors in its surrounding market by gaining notoriety.


It is therefore essential to prepare a communication plan in advance with the aim of reaching the right target, in the right place and at the right time. To do this, it is of course necessary to use the right communication medium in order to obtain the best possible return.


Mastering external communication


The image and reputation of a brand are based to a large extent on external communication as seen by partners, customers, prospects, etc. This is how they form their own opinion of your company. It is therefore essential to offer a positive image by highlighting your values through each communication channel. Also, before any external communication, you must inform all your employees, internally, whatever the scale of the campaign.


The different communication channels


Communication channels fall into two main categories: media channels and non-media channels.

On the one hand, media communication involves "traditional" channels such as the written press, radio, television, cinema, the Internet or even posters.

On the other hand, non-media channels include all the other communication channels, namely: direct marketing (mail, mailing, telephone), POP, trade fairs and exhibitions, public relations, mobile applications and, of course, print media (flyers, brochures).


It is therefore important to ensure that the right message is conveyed at the right time and in the right place according to the objectives defined in the strategy.


The communication strategy and plan


It is based on 5 essential points:

- Analysis of the situation and development of a diagnosis to highlight the company's strengths and weaknesses

- Choosing a positioning to stand out

- Defining objectives (in terms of awareness, behaviour or image) to guide the company's strategy and identify the appropriate means of communication.

- Determining your targets

- Define a precise message in line with its targets and objectives

- Choose the means of communication


Once the strategy has been defined, the communication plan must be put in place to have an overview of the communication tools chosen. It therefore consists of bringing together the communication actions in a coherent whole.


Whatever the size of the company, small, medium or large, it is essential to attract new customers and build loyalty by enhancing its brand image and developing its business. A website is now essential whatever your business. Accessible 7/7 and 24/24, messages are transmitted very quickly. In addition, all paper communication media, known as "print", are still widely used and allow communication over time. Indeed, paper is an ideal medium for memorization, so be sure not to forget any communication channel!






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