Topic 4 Aligning Internal and External Communication

Despite different audiences and distinct goals alignment of internal and external communication is crucial. Some arguments for a joined-up mindset approach:

  • staff needs to know and understand the business strategy, the brand promise, news and events etc.
  • consistency – avoidance of confusion and disengagement – revenue increase
  • messages should also appeal staff – trust and motivation increase – staff as brand ambassadors
  • creating a sense of teamwork – positive organisation culture


External Communication: CSR and Brand Image

Brand = customer‘s overall perception of your company = your reputation!

Brand building = generating awareness about your business using strategies and campaigns with the goal of creating a unique and lasting image in the marketplace. 

Your brand should answer the following questions:

  • Why do you exist?
  • What differentiates you?
  • What problem do you solve?
  • Why should people care?
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