« Communication-the human connection-is the key to personal and career success ». According to Paul J. Mayer every success is driven by a real communication. Likewise, in order to have a successful business, an organization needs to share accurately its information between people within it and the way it promotes its products. In this matter, it is significant to master the types of business communication, how to do it and its benefits, especially on the external image of any business.

Business communication has two types: Firstly, the internal communication which refers to the transmission of information between all members of an organization to illustrate accounting department share its information with other departments to guide them in their decision making. Secondly, the external communication that could be interpreted as transmission of information between a business and another person, or in the company’s external environment. Specifically the company shares its information with its partner to aid in the execution of various projects or with its clients to persuade them buy its products.

However, understanding what we communicate is more crucial than the ways of delivering it. Accordingly, Simon Sinek believes that the gist of an organization is doing all of its work; for instance, Apple marketing is not based on the products themselves; their marketing is focused on what drives the whole organization such as their aim to challenge and their different way of thinking. Furthermore, Sinek’s golden rules are confirmed by biologists; that is to say, our brains are more persuaded if we communicate why we do things rather than how or what we have as a result. Eventually, any business needs to communicate its purpose for doing things which can be distinctive and cogent.

Moreover, external business communication enhances the organization’s external image. To elucidate, a business can use psychological and sociological knowledge to create a positive image of its activities. In fact, a lot of businesses are aware of this and they’re willing to spend enormous amount of money just to improve their public image; for instance, a fast food company may sponsor a marathon just to boost its image in the health public. Equally, the coca-cola company may arrange for cleaning campaigns just to hoist its image.

To summarize, an organization needs to understand the aim of its communication in order to decide on the most appropriate strategy and behavior. At least those strategies should make the organization able to adjust the new social, economic, and technological demands of its external and internal environment. Nevertheless, the information shared by the organization should be accurate and fact-based to grab the attention of its clients to maintain a good external image and a positive perspective.

Authors

• Boufounass Ayoub
• Boumahdi Roukia
• Bourhim YAssin
• El berdai Taha
• El kabbabi Sanaa

References

• https://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/start-with-why-creating-a-value-proposition-with-the-golden-circle-model/
• http://thecommunicationsweekly.com/process/golden-circle-internal-communications/
• https://alexrister1.wordpress.com/tag/simon-sinek/