7.9. Internal and External Communication

Internal communication takes place between and among the employer and employees of an organisation. It is considered a vital tool for binding an organisation, enhancing employee morale, promoting transparency and reducing slow destruction. The root cause of most internal problems faced by a company is ineffective communication.

Internal communication refers to the way messages are shared within an organization. This can happen between bosses and employees, or among the employees themselves. Good internal communication strengthens the bond within an organization because everyone feels informed and valued. When communication is poor, it often leads to misunderstandings and issues that can damage morale and productivity.

Imagine you’re on a sports team. If the coach fails to communicate strategies and plays effectively, the players may not know their roles during a game. This leads to confusion and a poor performance. Similarly, in a business, if team members don’t communicate well, it can lead to mistakes and a lack of teamwork.

Internal communication flows in different directions — vertical, horizontal, diagonal, across the organisational structure. Internal communication may be formal or informal. It helps in discharge of managerial functions like planning, direction, coordination, motivation etc. The broad policies and objectives flow downward from top management to lower level.

Internal communication can take various forms. Vertical communication refers to flow between managers and employees (top to bottom or bottom to top), horizontal communication is between peers at the same level, and diagonal communication crosses different levels of hierarchy. This type of communication ensures that everyone is aligned and aware of their responsibilities and the organization's goals.

Consider a school. The principal (top management) shares important messages with teachers (mid-level management), and teachers communicate instructions to students (lower level). Teachers also collaborate with each other on projects (horizontal), and sometimes even share tips with the principal (diagonal) for improving school activities.

Both written and oral or verbal media can be used to transmit messages. Written media consists of instructions, orders, letters, memos, house journals, posters, bulletins boards, information racks, handbooks, manuals, activity reports.

Organizations use various tools to communicate internally. Written communication can include emails, memos, and bulletin boards, which provide formal guidelines and updates. Oral communication might occur during meetings or informal chats, ensuring that employees can discuss issues openly and share feedback.

Think of a family gathering where everyone shares news. You might pass around a newsletter (written) and have a group discussion (oral) to ensure everyone is on the same page about family events and plans.

External communication takes place between members of an organisation and the outside world. External communication is also very important as it enhances and enables significant functions of creating positive image, brand preservation, and maintaining public relations.

External communication refers to how an organization communicates with people outside its walls, such as customers, media, government, and other stakeholders. This communication is crucial for building and maintaining a positive public image. Effectively engaging with external audiences can lead to better brand loyalty and trust.

Think of a famous restaurant that engages with its customers through social media. When they post updates or respond to reviews, they create a connection with their audience. This external communication helps them develop loyalty and attract new customers, much like a well-planned event that draws in guests through invitations and follow-ups.

External communication is concerning transmission of messages, desirable information outside the organisation with Government, its departments, customers, dealers, inter-corporate bodies, general public etc. External communication promotes goodwill with the public.

Like internal communication, external communication can flow in various directions and use different forms of media. Communication with government bodies might involve formal reports and meetings, while communication with customers might include advertisements, social media posts, and directly responding to inquiries. Such outreach promotes transparency and goodwill, which are essential for business longevity.

Consider a nonprofit organization hosting a fundraiser. They might send press releases to media (government agencies and public relations) while using flyers and social media (customers and the community) to spread the word. This dual approach helps them achieve their goals while establishing a strong, credible presence in the community.

Two major areas of communication activity are: 1. Composing message 2. Transmitting message.

The process of communication involves two key steps: composing the message and transmitting it. Composing involves crafting a clear, concise message that effectively conveys information. Transmitting is the process of sharing this message through the appropriate channels, ensuring it reaches the intended audience.

Think about sending an invitation for a party: first, you write down all the important details (composing), and then you either hand it out or send it digitally (transmitting). Just as you want your invitees to understand the details so they can attend, businesses aim for their audience to receive and understand their messages.

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