As someone who has completed a communications placement at Airbus, I’ve had the opportunity to gain insights into various aspects of the communications department. Now, I want to share my knowledge with those interested in understanding the crucial distinctions between different facets of the beautiful world of communications!
Internal Communication:
This encompasses interactions within the organization, involving employees, customers, suppliers, and investors. Various channels like social media posts, press releases, and emails facilitate communication to ensure alignment and information dissemination within the organization.
External Communication:
External communication involves interactions with stakeholders outside the organization, such as customers, suppliers, and investors. Communication channels encompass a broad spectrum, including emails, newsletters, social media, and press releases, aimed at maintaining positive relationships and building brand reputation.
Differences between Internal and External Communication:
1. Content:
Internal communication primarily focuses on sharing internal updates, strategies, and employee-related information, fostering engagement and alignment within the organization. In contrast, external communication centers on marketing messaging, customer support, and brand reputation building to engage external audiences.
2. Objectives:
Internal communication aims to inform, engage, and align employees, driving them towards common organizational goals. Conversely, external communication aims to attract customers, build brand reputation, and maintain positive relationships with external stakeholders.
3. Channels:
While both internal and external communication utilize channels like email and social media, internal communication may leverage internal platforms for sharing content. External communication utilizes a diverse array of channels, including websites, social media, and traditional media outlets, to reach external stakeholders effectively.
4. Confidentiality and Transparency:
Internal communication often involves confidential information, ensuring privacy within the organization. In contrast, external communication emphasizes transparency to build credibility and trust with external stakeholders.
5. Vocabulary:
Internal communication may incorporate industry-specific jargon and terminology understood by employees, facilitating efficient communication within the organization. However, external communication emphasizes clarity and simplicity, using intuitive language to ensure comprehension by diverse audiences.
6. Content Length:
Internal communication may feature longer content to convey detailed information to employees effectively. External communication typically involves concise messaging to cater to external audiences’ preferences and attention spans.
7. Communication Frequency:
Internal communication often entails regular updates to employees to keep them informed about organizational changes. External communication is strategically scheduled to target key moments and events relevant to external stakeholders.
8. Measurement of Success:
Internal communication success is often measured through employee surveys and feedback mechanisms. In contrast, external communication success is gauged through metrics like brand awareness, market share, and sales performance.
9. Crisis Communication:
Internal communication provides employees with clarity and guidance during crises or significant organizational changes. External communication adopts a transparent and empathetic approach to address external stakeholders during crises.
Why Internal and External Communication Must Work Together:
While internal and external communication serve distinct purposes, their alignment is essential for building long-term relationships and fostering organisational success. Internal communication cultivates trust and unity within the organization, extending to external stakeholders to bolster brand reputation and credibility externally.
In conclusion, understanding and effectively managing internal and external communication are crucial for organisational success, facilitating engagement, trust, and positive relationships both within and outside the organization.