In brief: External communication is the planned communication of an organisation with customers, partners, media and the wider public.
How I use external communication in practice
I begin with the audience, situation, offer and evidence. I choose a clear message and an owner for the next step, then check whether it remains understandable across formats and channels.
What to watch for
Attention is not trust. Unsupported claims, inconsistent promises or a format that hides the offer can weaken the brand and create avoidable work.
Questions for a decision
- Who needs this message and why?
- What single meaning should they take away?
- Which evidence supports the promise?
- What response and follow-up do we expect?