Communication management encompasses both internal and external communication activities within a business. This plays a significant role in shaping the company’s image in the eyes of the public and its employees.

Business Communication

Business communication encompasses all the activities related to conveying information and messages of a company to various target groups such as the public, potential customers, partners, competitors, and even the company’s employees.
Business communication has two main areas corresponding to two different objectives. One of them is to promote the company’s image, Brand, products, or services to the public in order to establish a trusted relationship between the company and its customers.
The second objective is to internally communicate official news and information from company representatives to all employees in order to establish a close relationship and bond everyone to the common image.

Media management activities

Media management activities

Commonalities in Internal and External Communication Management

A Need for Long-Term and Specific Planning

All managers should understand that external communication always demands a specific plan based on analysis, statistics, and testing (if applicable). This plan should consider both the near future and long-term prospects for the company’s development. Conducting these activities spontaneously and solely for personal enjoyment would not only waste resources but also damage the company’s image.
Similarly, for internal communication, having a specific plan helps derive benefits from the interaction between the business and its employees. It’s possible to conduct situation assessments to identify the target audience and the necessary resources. Simultaneously executing plans and measurements can provide the most accurate figures.

Truthful and Accurate Information Alignment with Reality

In external communications, standards of product/service quality, goals achieved, productivity, and more should all be verified beforehand. Deceptive practices, boasting, or misrepresentations for personal gain or recognition should be condemned.

Dishonesty can easily lead to a communication crisis

Dishonesty can easily lead to a communication crisis

For internal communication, accuracy and truthfulness take top priority. Since employees have bonds and understand the business, they can detect lack of transparency, and worse, it could lead to internal communication crises.
In both cases, alignment between communications and reality should be enhanced. Statements or communications should originate from leaders or legally authorized personnel to avoid confusion or misinformation.

The Need for Two-Way Interaction in the Communication Process

When attempting to communicate with the external world, companies expect feedback from the public, especially potential customers. While advertising often brings the best results, it also entails risks and negativity. Therefore, companies need to be more attentive to legal regulations, implicit rules, customs, and practices to receive the best feedback.

Multi-dimensional interaction is needed in the communication process

Multi-dimensional interaction is needed in the communication process

Another aspect to consider when communicating with the outside world is the interaction with the public or simply the spread of information. An impressive advertisement or a good product/service introduced to one another to enhance communication effectiveness. However, companies need to be cautious with this feature because negative content on the media spreads at a similar pace.
Similarly, internal communication requires multidirectional interaction between departments and employees. Forbidding employees from expressing their opinions or coercing actions is not feasible because they are also part of the company, needing respect and the freedom to express their opinions.

The Differences Between Internal and External Communication Management

Channels of Communication Used

In external communication management, the most extensive and effective channels are mass media. This includes the use of mass media such as television, newspapers, billboards, flyers, catalogs, brochures, etc. These communication channels have the power to reach a wide audience and can have a significant impact on public perception and emotions. They can use vivid images, sound, videos, and other engaging elements to capture attention.

Communication channels are the difference between the two

Communication channels are the difference between the two

Another valuable channel in external communication, albeit less explored by many Vietnamese companies, is touching customers’ hearts through charitable foundations, volunteer programs, and contributions to community development.
In contrast, internal communication methods may appear more limited, but they are actually quite diverse. These can include common communication tools like email, websites, internal radio broadcasts, newsletters, etc., targeting company employees. Personal meetings, one-on-one interactions, speeches, surveys, and open dialogues between management and employees are also part of internal communication. Companies can also organize internal games, rewards, or training programs tailored to their unique characteristics.

Purposes of Communication

For public communication, a business’s primary purpose is to promote its image, Brand, products, or services to build a trustworthy relationship between the company and the public.
On the other hand, internal communication aims to convey information and messages to foster a sense of belonging and unity among individuals within the company. It seeks to create a strong, cohesive team.
If your business hasn’t been effectively managing both internal and external communication, you might consider seeking assistance from a third party, such as Kompa. Kompa is a company specializing in data analytics and insights using AI and machine learning on big data platforms. They provide solutions for data analysis and equip clients with valuable insights to optimize their business operations across various aspects like marketing, finance, operations, and more.
Kompa has been partnering with numerous businesses in Vietnam for over 20 years, including Vingroup, Masterise Homes, Vinamilk, SSI, MB bank, Tan Hiep Phat, Shopee, Vietjet Air, and many others.


The article has highlighted the differences and similarities between internal and external communication management within a business. We hope this article has provided new perspectives for you in managing communication.

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