Topic 4.

External Communications of the

Organization
External communications take place between the
organization and individuals / groups with a large number of
segments of society with which the organization interacts.
One of the main elements of the formation and management
of external communications of the organization is the
collection of information on the state of the market, an
objective assessment of the external environment and
finding the most profitable markets
External communication functions:
Information collection and analysis functions:
 public opinion research, analysis of statistical data, generalization of the results of sociological,
psychological, economic and other research and processing of any other "primary" (obtained in self-
conducted surveys, observations, questionnaires, etc.) and "secondary" (someone else for similar
purposes) information;
 analysis of legal, economic and other documents;
 scanning publications in the press on important issues for the organization;
 contacts with journalists, government officials, investors, social groups, social movements, etc.;
 study of specific target groups, compiling a "collective portrait" of each audience;
 preparation of analytical notes and recommendations to the management of the organization.
Dissemination functions:
 preparation of information materials (brochures, articles,
press releases, etc.) for the press, government, investors,
employees, customers, etc .;
 informing the public about the goals and problems of the
organization at press conferences, in the media, in mail, etc .;
 improving consumer relations;
 informational influence on executive bodies for making better
laws and decisions.
 Principles of forming a system of business
communications with consumers
 Integrated use of channels
 Unity of information link
 Adequacy of stakeholders
 Channel addressability
 Social media is one of the most important communication
channels in modern conditions
Advantages:
 specific composition of the audience,
 high efficiency of advertising campaign management,
 receiving feedback,
 opportunity to evaluate efficiency,
 minimization of costs compared to the media
 Functions of a specialist in social media
Law
Listen more, talk less
Focus on the main thing
Quality is more important than
quantity
Publish quality
Work hard
Involve opinion leaders
Appreciate the consumers involved
Functions
It is necessary to monitor the content of the target audience, engage in discussions with readers,
accept criticism and
consumer wishes
Clear specialization, focusing the company's strategy on
building a strong brand
Thousands of online fans who quote and talk about content related to the company and its
competitors are more valuable than the million-strong audience that comes once a month or just
waits for the next campaign
You only need to create and publish valuable,
relevant and original content in the current conditions
Internet activity should be regular and systematic
Opinion leaders - individuals and brands that have an impact on the market, have a quality audience
and may be interested in collaboration
Dialogue with consumers is very important, in the future they will spread positive information
about the company
Be grateful to users It is necessary to remember each user, to pay attention to everyone who
addresses via the Internet

Be available It is necessary to constantly publish content, participate in

discussions and post-publication communication

Share content Materials published by others should be shared and discussed

Involve consumers in the It is necessary to invite users to express their views on brand development,
brand development process through discussion and determination of the feasibility of change

Apply bonus systems for It is necessary to monitor and identify active users, discuss, involve them in
active participation on the cooperation and reward them with various bonuses
site
Thank you!