Corporate communication involves exchanging ideas and information internally and externally. Internal communication includes top-down and bottom-up feedback, while external communication targets customers, suppliers, and the media. Verbal, non-verbal, written, employment, and electronic communication techniques are used, with various channels and tools such as email, social media, and print media. Effective communication is crucial for business success.
Corporate communication is a dialogue that focuses on the exchange of ideas, thoughts and opinions and serves to disseminate information and obtain feedback, both internally and externally. In the business context, types of business communications are generally classified as internal communications and external communications. Broadly speaking, there are six commonly used communication techniques used through a variety of different channels and tools to achieve intended goals. It’s important to note that effective communication is often cited as a common predictor of business performance. As such, almost all types of business communications are most effective when well thought out and deliberately delivered.
Internal communication focuses on communicating messages within an organization. Effective internal communication seeks consistency across the organization and covers a wide range of topics and concerns. These may include company policy, marketing and sales messages, employee relations, disclosure and confidentiality, and communicating business goals within the organization. Within the classification of internal communications, there are usually two types in the typical business: bottom-up communications and top-down communications. Bottom-up is usually, but not always, the provision of feedback, while top-down is consistently used to disseminate information and obtain feedback.
External communication, on the other hand, more commonly refers to communicating with people outside the organization. Such communication occurs with a number of factors including the media, the general public, suppliers, customers, regulators and others who may potentially be involved or concerned about the organization. For example, effective dissemination of marketing and sales messages is a common objective of external communication, with the intention of eliciting feedback to improve products or services offered, while promoting the profitability of the organization.
Even the consideration of the different types of corporate communication must take into account the main techniques involved. Such techniques are verbal, non-verbal, written, employment, and electronic communications. Verbal communication emphasizes the spoken word, while nonverbal communication consists of body language and other physical cues to communicate. Written communication is concerned with preserving communication for repeated use and exposure, while employment communication often addresses human capital issues and includes interaction with audiences. Electronic communication employs some technique, or all of the above, to effectively disseminate information about the company.
Understanding the different types of business communication can help business communicators select the right techniques to use in a given situation and determine the appropriate tool to use. Companies use a variety of channels and tools to communicate both internally and externally. Such tools include emails, memos, advertisements, letters, physical meetings, reports and presentations, for example. Communication channels include broadcasting, video conferencing, social media, electronic media, and print media, among others. Selecting the right types of business communications and using the right techniques delivered through the most efficient medium often affects the success of the message itself, as much as the content of the message.
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