External communication allows any organisation to control its image and reputation: It reflects its values and philosophy, highlights its experience, know-how and capacity to innovate, and positions the organisation vis-à-vis its competitors.
This is why the entire organisation should be mobilised when defining its external communication plan. It is a golden opportunity for the organisation to take a step back and debate on a coherent strategy that can ultimately enhance the efficiency of the organisation itself. Because external communication is not about presenting your products and services; it is about the history and evolution of the organisation. It is about its societal, cultural and ideological values. External communication allows organisations to position themselves in their market, legitimise their social and economic activities and raise their profiles.
External communication meets the profitability and growth objectives of any organisation, while improving its reputation. To achieve this, an external communication strategy must be expressed by the proposal of a clear and visible image towards the target audience.