Managing different types of external communication

These days, media is vibrant than ever, aspiring young journalists are in hunt of scandalous stories that are related to politicians, celebrities (including business tycoons) or large corporations. In addition to media, there are other external parties that you need to interact with … for example government, investors, or business associates. External communication is an effective tool to build on trust and develop clarity among these stakeholders. Some mediums used in external communications are

• Press Release
• Newsletters
• Media Interviews
• Websites & Corporate Blogs

Press Release:
Large companies have public relation departments to look into the task of issuing press release (news release) to news media when needed. Press release is also used for marketing purpose, but the prime objective is always to inform or communicate with public about some particular incident or development in the company. Press release must be made up of something that is newsworthy; headline should grab the attention of reader, while compiling press release, make sure the language used is not too extravagant (or it may sound like an advertisement).

Newsletter:
Newsletter is not for general public, it's normally intended for only subscribers. It can contain some news about the company or the industry itself (like arrival of a new technology or new service being introduced). When creating newsletter, don't confuse it with sales letter. Subscribers are expecting some news and information about the topic of their interest, a newsletter that only consist of some poorly written promotions will get nothing but loads of unsubscribing requests.

Websites & Corporate Blogs:
Websites and more importantly corporate blogs are the latest addition into the list of external communication tools, in fact corporate blogs can do better than most other mediums as they can help the brand in building a stronger relationship with customers, hence improving customer's loyalty. Plus, reader's comments make it easier to know more about your customers and their preferences. Blog writing is a specialized job because Blog is supposed to be informative and interesting at the same time.

Media Interviews:
As noted earlier, journalists are after exclusive news and stories coming out of showbiz or corporate world. When giving out some media interview, be well prepared. Make sure that you are using words that cannot be maneuvered into something disreputable for you or your company. Keep in mind your audience and the company's objectives all the time.

Public relation department or the company's spokesperson should be extra careful when dealing with some crisis situation. A crisis situation can arise when some bad news or rumor about the company becomes public; Company's credibility or reputation is at stake, mishandling such communications can prove to be the last nail in the coffin for your business.