External-operational communication

External-operational communication is that part of an organization’s structured

communication which is concerned with achieving the organization’s work goals and

which is conducted with people and groups outside the organization. It is the

organization’s communication with its public-its suppliers, service companies,

customers, and the general public.

Into this category fall all of the organization’s efforts at direct selling-:-the sales

representative’s sales spiel, the descriptive brochures, the telephone callbacks, the

follow¬up service calls, and the like. Included also are all of an organization’s advertising

effOlts. For what is advertising but a deliberate, structured communication with an

organization’s publics? Radio and television messags, newspaper and magazine

space advertising, and point-of¬pur-chase display material obviously playa role in the

organization’s plan to achieve its work objective. Also falling into this category is all an

organization does to enhance its public relations. This includes its planned publicity, the

civic-mindedness of its management, the courtesy of its employees, the condition of its

physical plant. All these and many more communication efforts combine to make up the

organization’s external¬operational communication.