One of the most critical issues in an organization’s strategic planning is how it engages with its audience. Therefore, the types of business communication are concepts that every manager or professional in the field must know how to work with.
Companies are formed by different groups that operate together. Information, in this case, must circulate fluidly and coherently, in accordance with business objectives. Gone are the days of coldness in corporate relationships. A modern company must value its internal and external audiences, and communication is the ideal medium for this.
Summary
1. What is business communication
2. Types of business communication
3. Internal business communication
4. External communication
5. Conclusion
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What is business communication
Business communication is generally divided into internal and external communication strategies. It emerged to help the organization achieve its goals regarding alignment, public image, and the attraction of new business.
It is worth noting that business communication must be consistent with the institution’s mission, values, and vision. Therefore, it must be conceived alongside the company’s strategic plans.
The tools used for this work are numerous: corporate TVs, newsletters, customized publications, among others. The use of each will depend on the strategy and the objectives outlined.
Also read: How to develop a business communication plan
Types of business communication
Understand which types of business communication are most widely used in the market today. Let’s dive into them!
Internal business communication
The internal communication is strictly aimed at the audience related to the business. This category includes employees, service providers, and outsourced collaborators.
Above all, it is a management instrument, as it allows for transmitting the company’s objectives to everyone responsible for internal processes in a secure and targeted manner. This prevents “noise” that could harm the work.
It also helps improve the organizational climate, as it enables the adoption of endomarketing strategies aimed at motivating employees.
The efficiency of internal communication comes from understanding the needs of the audience served. This means it is necessary to plan how to speak with managers, for example, which requires a different approach than the way of dialoguing with operational staff.
To explain further: in many manufacturing plants, a limited number of employees have access to an internet-connected computer. Communication with these individuals can therefore be carried out through internal newsletters. On the other hand, to reach other employees, a corporate TV installed in the cafeteria or rest areas is more efficient.
We usually observe three categories of internal communication:
- Upward: when employees transmit important information to managers;
- Downward: when interaction flows from higher levels to lower levels (it is worth mentioning that well-executed communication in this case does not sound authoritarian);
- Horizontal: when the flow occurs between collaborators at the same hierarchical level within the company.
External communication
External communication is directed at the audience the organization wishes to attract. It is not limited only to advertisements in traditional media and on the internet. There are several other ways to spread actions and values: through press relations, branding, social media, public relations, and corporate events, for example.
In this modality, the function is to disseminate projects, innovations promoted by the brand, and information that contributes to a positive company image and has the potential to attract customers to the business.
The most common models of external communication are:
- Market communication: when the organization develops actions aimed at consumers in general, focusing on the positioning of products and services;
- Institutional communication: when there is a dialogue with the press and society as a whole, focusing on brand positioning.
Conclusion
Both types of business communication are essential to achieve the goals set by managers. Their efficiency can be perceived in any sector, as a communication plan is always designed to meet the specific demands of the most diverse areas.
The types of business communication were established long ago and, increasingly, are being designed in conjunction with strategic goals. Gone are the days when this practice was limited to an internal newsletter or a radio and TV advertisement. Today, efficient outreach work is carried out using techniques aimed at distinct audiences and through various platforms.
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