Você está navegando em Comunicações Corporativas. Quais as diferenças entre as estratégias de comunicação interna e externa?

It is also very important to understand who your internal audience is. Through surveys, you can better understand the audience and take them on a journey of co-creating the internal communications strategy together. This ensures you don’t use tools, and materials people find conflicting or hard to understand, especially when communicating to a diverse audience.

Your people are your best ambassadors in the external world. Therefore, start communicating internally, get them on board, and gain their trust and engagement over what - product, project, or initiative - you are about to launch; this will help you reach the expected results from your external communication.

Internal communication strategies focus on fostering a cohesive culture and ensuring employees are informed, engaged, and aligned with company goals. They utilize tools like emails, intranets, and meetings to share updates, provide training, and gather feedback. External communication strategies, on the other hand, aim to build and maintain a positive public image, attract customers, and manage relationships with stakeholders. These involve press releases, social media, marketing campaigns, and public relations efforts. While internal strategies prioritize clarity and consistency to boost morale and productivity, external strategies emphasize brand reputation and market presence.

Internal audiences differ from external ones in that they have greater organizational understanding and awareness. They are also more likely to absorb and engage with content.

One could also consider podcasts, animations, and experiential marketing as ways to connect with an external audience. It’s really about connecting with the audience and taking them on a journey with the company’s brand. Because the trueness of a brand is not in its aesthetics, but rather, how people perceive of it, and how they feel about the brand by virtue of how the brand makes them feel.

External strategy isn't just about the channels you use, it's about the players you bring to the table to help tell your company's story. Don't overlook the perspectives and voices of major customers or supply partners to help reinforce your company's purpose and ethos.

La communication externe façonne l'image publique de votre entreprise avec un ton formel et des messages alignés sur la marque. Par exemple, une entreprise peut utiliser des communiqués de presse pour annoncer un nouveau produit, en veillant à ce que le message reflète les valeurs de la marque et engage les clients et les médias.

Já a comunicação externa concentra-se em moldar a percepção pública da empresa, estabelecendo e mantendo uma relação positiva com clientes, parceiros e a mídia. Essas estratégias envolvem a divulgação de informações sobre produtos, serviços e iniciativas institucionais da empresa, utilizando-se de canais de exposição. O objetivo é informar, mas sobretudo engajar o público externo, criando uma imagem de marca forte e confiável, que ressoe positivamente junto aos seus diversos públicos de interesse, aumentando os índices de reputação da organização.

Building strong relationships with your audience is paramount in today's dynamic communication landscape. External communication goes beyond crafting press releases – it's about fostering genuine connections through engaging, consistent messages. Think of your audience as valued stakeholders, not a faceless mass. Utilize diverse channels like media relations, digital marketing, and PR to share your company's story in a compelling way. This allows you to build brand trust, navigate potential crises effectively, and engage stakeholders in a meaningful dialogue. By demonstrating an understanding of your audience's needs and adapting to market trends, you can cultivate a positive public image.

In designing messages for both internal and external audiences, it's crucial to rely on the central strategy. Any communication strategy begins with the need to support corporate leadership in achieving its strategic objectives. Once these objectives are clear, a communication strategy must be crafted to establish a guiding message, from which key messages are derived. For internal audiences, messages should be designed to motivate employees and boost productivity. For external audiences, messages must favorably position the organization's image and reputation. Emotions and commitment are vital in designing any message to ensure effective communication. This approach fosters trust, which must be continuously cultivated and enhanced.

La comunicación corporativa debe tener muy en claro el público que recibe cada tipo de comunicación, para en función de ello generar comunicaciones pertinentes y de calidad.

Les messages internes se concentrent sur la transparence et la confiance pour soutenir le moral et la productivité des employés. Par exemple, un email interne annonçant un changement de politique sera direct et explicatif. En revanche, les messages externes visent à persuader et à engager le public. Par exemple, une campagne publicitaire sur les réseaux sociaux doit être séduisante et émotionnelle pour renforcer la marque et attirer l’attention des clients. Trouver le bon équilibre entre ces approches est crucial pour une communication efficace.

Internal messages to your own employees should - even if it sounds exaggerated - come from the heart. Key content-related factors: Appreciation, recognition and ultimately motivation for the common goals. However, external messages can also be used in this way to some extent. We all love motivating, inspiring stories.

The key difference between internal and external strategies truly lies in the psychology behind them. Look to your end goal and explain the ‘why’ behind what you’re trying to communicate. Internal and external may be similar or may be entirely different. It really depends on how your audiences will be affected by your message and what actions you want them to take.

The key difference between internal and external Corporate Communication Strategy is the audience we are addressing to. If my audience is conformed by employees, directives or stockholders, then this is an Internal Communication Strategy. If my audience is formed by customers, suppliers, government or organizations such as chambers, then this is an External Communication Strategy. The more I know about the audience the best for choosing the media and crafting an effective message. Always keep in mind what is your objective, what do I want to obtain, why do I need to address to this particular audience. Using the Stakeholders Theory is a great framework for mapping audiences in order to build a robust Communication Strategy.

As John Powell said, "Communication works for those who work at it." Navigating corporate communications requires understanding audience dynamics, as internal and external strategies differ. Internal Communications: Focuses on fostering a cohesive culture and alignment. Employees need transparency, motivation, and engagement. Personalized messaging and regular feedback are key. External Communications: Aims at building brand reputation, trust, and market presence. Messages must be clear, consistent, and tailored to diverse segments, emphasizing storytelling and value. Both strategies require understanding the audience, with internal focusing on relationships and external on crafting a compelling narrative.

Pour les communications internes, il est essentiel de comprendre les dynamiques culturelles et les valeurs des employés pour favoriser un environnement de travail harmonieux. Par exemple, un message interne sur une nouvelle initiative doit être aligné avec les valeurs de l’équipe pour susciter l’adhésion. En revanche, pour les communications externes, il faut identifier les besoins et préférences d'un public varié. Par exemple, une campagne publicitaire doit répondre aux attentes des clients pour être efficace. Adapter les messages en fonction de ces compréhensions garantit qu'ils seront bien reçus et auront l'impact souhaité.

I believe, this is the key point. Knowing your audience is crucial no matter internally or externally. That doesn't mean however that the messages and their purposes are to be the same. Internally we aim to foster a cohesive organizational culture etc. When externally the main goal is to shape the public perception of the company, build brand reputation and so on. These points influence the content of the messaging accordingly. When communicating internally messages are typically more detailed and focused on operational information, such as updates on projects, internal policies, training programs, and company achievements. Whilst external message comes for a finished/polished products or bigger company events.

Transparency is important, both internally and externally. Regular updates for employees, but also for the media and the public, should make events comprehensible. In this case, it is better to communicate too much than too little.

Na gestão de crises, a comunicação externa visa preservar a imagem da empresa, comunicando-se de forma transparente com o público a fim de mitigar danos à reputação. Internamente, o foco é manter os colaboradores informados e engajados, assegurando que estão cientes das ações tomadas pela gestão. Em ambos os contextos, a transparência e a rapidez são fundamentais, com mensagens claras e consistentes, essenciais para manter a confiança e a coesão, seja entre os stakeholders externos ou a equipe interna. Estratégias de comunicação eficazes são imprescindíveis para navegar com sucesso em situações como essas.

Adopting a 360-degree approach to communication is essential for organizations to effectively convey their message, align internal and external stakeholders, and achieve their strategic goals. By integrating the organization's strategy, purpose, and mission into all communication channels, you can create a strong and unified brand identity that resonates with both internal and external audiences.

Your employees are also an external audience, and everyone in your external audience has the potential to become an employee. While strategies will differ between the two, it’s important to have a strategy that recognizes and sees the opportunity in where these two principles intersect.

From a leadership communication perspective, I liken the difference between engaging with internal and external stakeholders to performing live theatre vs. creating a movie. As a leader, with internal communication, your audience is right there with you, giving you feedback quickly, if not instantly, so you know if your message is getting cut-through and whether it's eliciting the desired response, action or reaction. External communication is a little more like making a movie - there's more of a lag. It can often* take time for the your message to reach, be heard, felt and acted on by your external audience. *social media is the exception to this, but even then it can still take a while for the message to be seen and heard as intended.

Internal communication strategies focus on engaging and informing employees within the organization, emphasizing transparency, collaboration, and alignment with company goals. External communication strategies target stakeholders outside the organization, such as customers, investors, and the public, aiming to build brand reputation, trust, and market positioning.

No debemos olvidar que la comunicación externa y la comunicación interna son dos mitades de una misma esfera, en la que se respira la cultura empresarial (ya sea buena o mala) y que se influyen y afectan entre sí de forma necesaria. Podríamos afirmar que mientras la comunicación externa busca decir al mundo lo que hace la organización, la comunicación interna persigue crear una dinámica interna proactiva, cultivar el compromiso y fomentar la responsabilidad de todos los miembros del equipo, para que al final esa organización haga lo que dice que hace.