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External communication channels are the lifelines connecting your organization to everyone who matters outside its walls—customers, investors, media, and the general public. You're being tested on more than just naming these channels; you need to understand strategic channel selection, audience targeting, message control, and stakeholder engagement. The best communicators know that choosing the wrong channel can undermine even the most carefully crafted message.
Think of external channels as existing on a spectrum from high control (you craft every word) to high engagement (real-time, unpredictable interaction). Understanding where each channel falls—and when to deploy it—separates strategic communicators from those who just blast information into the void. Don't just memorize the list; know what communication goal each channel serves best.
These are platforms your organization controls completely. You decide the timing, the message, and the format—making them essential for establishing brand voice and ensuring message consistency.
Compare: Corporate blogs vs. email marketing—both are owned channels with measurable engagement, but blogs pull audiences in (inbound) while email pushes messages out (outbound). FRQ tip: If asked about nurturing existing relationships vs. attracting new audiences, this distinction matters.
You can't buy this coverage—you earn it through newsworthiness, expertise, or reputation. These channels offer third-party credibility but require surrendering some message control.
Compare: Press releases vs. media interviews—both target journalists, but releases offer complete message control with no guarantee of coverage, while interviews guarantee exposure but introduce unpredictability. Know when controlled messaging trumps visibility, and vice versa.
When you need guaranteed placement and precise audience targeting, paid channels deliver—but audiences know they're seeing promotional content, which affects perceived credibility.
Compare: Advertising vs. earned media coverage—advertising guarantees placement and message control but lacks third-party endorsement; earned coverage provides credibility but no control over framing. Strategic campaigns often combine both.
These platforms prioritize dialogue over monologue. They're essential for relationship-building but require rapid response capabilities and comfort with unpredictability.
Compare: Social media vs. customer service channels—both enable two-way communication, but social interactions are public (with reputation implications) while service channels are typically private (allowing candid problem-solving). Crisis communicators must understand which conversations belong where.
These formal communications fulfill legal obligations and stakeholder expectations around corporate performance and governance.
Compare: Annual reports vs. corporate blogs—both communicate company performance, but annual reports are formal, regulated documents for investors while blogs offer informal, ongoing narratives for broader audiences. Different stakeholders, different purposes.
| Communication Goal | Best Channel Options |
|---|---|
| Breaking news announcement | Press release, social media, corporate website |
| Building thought leadership | Corporate blog, public speaking, media interviews |
| Targeting specific segments | Email marketing, advertising campaigns |
| Real-time audience engagement | Social media, customer service channels |
| Financial/legal transparency | Annual reports, corporate website (investor relations) |
| Crisis response | Press release, media interviews, social media |
| Brand awareness | Advertising campaigns, social media, public speaking |
| Customer relationship building | Email marketing, customer service, social media |
Which two channels offer the highest degree of message control, and what do they sacrifice to achieve it?
A company needs third-party credibility for a major announcement. Compare the advantages and risks of pursuing media interviews versus relying solely on press releases.
If an FRQ asks you to recommend channels for different stakeholder groups (investors vs. customers vs. general public), which three channels would you assign to each and why?
What distinguishes interactive engagement channels from owned media channels, and why does this distinction matter for crisis communication?
Compare corporate blogs and annual reports: both communicate company information, but how do their audiences, purposes, and tones differ?