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The importance of internal and external communication strategies

Running your own business can be a really daunting task sometimes. One of the most important things that you will have to do is communicate effectively. It is also one of the things that most companies struggle with. A big part of the challenge is that there are so many different people you have to communicate with and it often has to be done in different ways.

The main reason that you have to have good external communication is that it is largely how you will establish your company's identity. A big part of marketing is building a brand and this requires that you create the image for your company that you want it to have. In order to do this you have to make sure that you are sending the right message to your potential customers. This requires good communication; a lot of companies get into trouble by saying things that send the wrong message. This usually leaves them with an image that is different from the one that they are trying to build.

External communication is also important because you will be dealing with a lot of people from outside of the company who will need to know what is going on with the company. The most obvious example of this is with the investors. In a lot of cases it can be hard to explain what is happening with the company to people who are not a part of it since there is usually a lot of corporate lingo involved or details that require a great deal of background knowledge. The result is that there are frequently misunderstandings when trying to communicate with people outside the company; this is something that needs to be avoided.

Internal communication is at least as important as external communication. The biggest challenge here is that most communication is top down. That is it is usually management telling the employees what to do. The problem is that this means that management often doesn't have a clear understanding of what is going on. There are a few reasons for this but usually it comes down to the number of layers that the communication has to go through to get to top management. Usually by the time they get the message it has been so filtered and sanitized that it doesn't represent what is really going on.

One other issue that you are likely to face when you are communicating, either internally or externally is the need to do it in an efficient way. It can cost a great deal of money to communicate if you have a lot of employees. Every phone call or document that gets made costs money. That means that you want to reduce the amount of communications that are necessary while still ensuring that the information gets where it needs to be. This can be a major challenge but one that all companies have to strive to achieve.