Management of external communication of associations

In general terms, the external communication is a combination of messages sent from any organization to its different external publics to keep or improve its relationships, to make a positive image and to promote its activities, products or services. In an organization, all areas of communication (external and internal) depend on each other.

This kind of communication expresses the image of an association, not only the bright side but also all the topics about its activities. The main ideas are: who we are, what we do and how we do it, but they are not the only highlights. Other important keys are what are our problems, where we come from, what are our goals, what are our weaknesses and strengths,…

The communication is the link between the association and society and public or stakeholders. This connection is made by external media and own media. One of the most common ways to communicate through medias is the press release. This documents always have to be a new (I mean, something actual, interesting and communicable). The other way is a press call. This event let us to build stronger relationships with media at the same time we offer a near image of the association.

We have several own media to express our image to public. The first one is the events we organize where the communication is always present: during the event as well as before and after. Another interesting point related to the events is the corporate social responsibility. Newsletter are very common not only for members (internal communication) but also for public, potential customers or partners, stakeholders,… Anyone can receive the information directly in the email (in mobile or computer), so its makes it more effective than the magazine (another communication methods).

The website is maybe one of the most usual and fastest ways to make to know the activities and all the information related with the association. However, it does not work by itself: newsletter and social networks are necessary to spread the news.

Finally, the videos are one of the most effective ways to communicate: it allows us to convey confidence, compress the message and engage the audience.

In conclusion, communication is mandatory because if we do not say what we are and we do, we do not exist. Furthermore, this area works thanks to the connection and relationships of all of the departments: from Events to Accounting.