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Design | 2nd December 2016

Importance of External Communications

Read Time: 2 minutes


A company’s corporate communications function is responsible for communicating information about the company to both external and internal audiences.

This may cover the execution of a corporate strategy, but also oversees a wide range of other functions such as media relations, crisis communications, internal communications, reputation management, corporate social responsibility, investor relations and government affairs.

One of these functions includes external communication, which focuses on spreading news and information about your business, product and/or service to the public, customers and other business stakeholders.  This underpins how you are viewed by those outside of the business – your corporate reputation.

In developing your corporate reputation, you are also developing trust in your business.  Many healthcare partnerships are based on trust, trust in your company, trust in your products.

While traditional print methods of communications are still common, modern technology has changed the face of external communications, as the internet and social media have become a valued resource in reaching new customers.  This comes with its own set of challenges, as it can leave business more open to negative backlash, but needless to the say, the opportunity modern technology offers far outweighs the risks.

However, your external communication becomes more pertinent during a crisis scenario.  An issue with one of your products could seriously interrupt the business, significantly damage your reputation, and / or negatively impact your bottom line. It takes 20 years to build a reputation, but only five minutes to ruin it, as the saying goes. Long gone are the days when only the print media could ruin your reputation, the use of social media and even simple e-mails means negative news spreads very quickly. Transparent and honest communication can help you deal effectively with those unexpected disasters. Therefore, those in charge of external communications for the business need to be aware of their audience and the image they wish to convey.

At Onyx Health, we are experts in corporate communications, whether you need to improve and / or protect your organisation’s reputation, or create and execute an external communications plan that supports customer engagement.

For more information about our external communication services, contact Onyx Health on 0191 640 3638, email us at

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