Large companies in particular are in the public eye. They are often an important factor both economically and politically, influencing public life. So it's no wonder that decision-makers and citizens alike want to get an idea of how the company treats its employees, how it implements laws and how it manages resources. But it's not just large corporations that invest in their public image, small companies do too. After all, they are also dependent on attracting competent and well-qualified employees, marketing their products and gaining business partners. Today, nobody can do without well-planned and strategically implemented external corporate communications.

Objectives of external corporate communications

External corporate communication includes all of the company's contacts and communication processes with the outside world. This includes relationships with existing customers and business partners as well as the recruitment of new employees and customers. The objectives of external corporate communications are therefore

• Marketing of the offer
• New customer acquisition
• Customer loyalty
• Maintaining business relationships with partners
• Employer branding
• Public image

The decisive factor here is, to appear authentic and free of contradictions. A company that claims to be sustainable and then produces in countries with low environmental and occupational health and safety standards quickly loses credibility - and customers. In the media age, such contradictions are difficult to conceal: a value-oriented corporate culture in a glossy brochure must therefore always be accompanied by appropriate action.

External corporate communications: well meant, well done?

Not all companies succeed in this. While some fill the concept of the socially responsible entrepreneur with life, others tend to paint a picture of greedy bosses who can't get their fill.

Otto good, all good

The clothing industry is an industry that repeatedly attracts attention with negative headlines. Inhumane conditions in sewing factories in the world's poorest countries ensure that chains such as H&M and Primark are repeatedly criticized.

An example of The Otto Group, on the other hand, is characterized by value-oriented entrepreneurial action.. For more than 25 years, it has been committed to sustainability in terms of products, trade and growth and brings the concept to life through social and ecological projects.

Otto also publishes a sustainability report every two years (the current one dates from 2015). It reports regularly on the status of the Corporate Responsibility Strategy, with which the Otto Group aims to make the areas of raw materials, materials, finishing, retail and customers more sustainable. The results are reviewed by the independent auditing firm PricewaterhouseCoopers.

Here, external image and actions are in harmony. This authentic external corporate communication ensures credibility among customers who want to buy with a clear conscience.

Deutsche Bank: skeletons from the closet go on trial

Deutsche Bank, on the other hand, has lost credibility with its sometimes subterranean crisis management. While the bank's homepage spoke of "responsibility" and the creation of "sustainable values", the Court cases about stock market manipulation hit the headlines. The bank tried to project the image of a responsible and now reformed company, but at the same time more and more scandals and frauds came to light. The public increasingly got the impression that the managers were primarily concerned with enriching themselves rather than doing business for the benefit of their customers. What happened to Ackermann's Victory sign The crisis, which had begun, continued unabated: an aloof class of bankers with millions in bonuses were playing casino with the deposits entrusted to them, according to the public's impression.

Only since the appointment of John Cryan as CEO in 2015 does a change seem to be taking place. In the meantime, Europe's largest financial institution has become somewhat quieter. The Brit has cleaned up Frankfurt: thousands of jobs have been cut, divisions closed and settlements reached in legal disputes. At the beginning of this year he also apologized for previous misconduct on behalf of Deutsche Bank. It remains to be seen whether things will soon pick up again economically.

Using new media profitably and mastering challenges

The fact that untruths, lies and empty formulas hardly stand a chance today is also thanks to the internet and social networks. They have not only decisively changed private communication behavior, but have also had a major impact on internal and external corporate communication.

While advertising measures in traditional media such as TV, radio or print products meant communication in one direction, Web 2.0 enables customers and employees to become active as well. This poses the following challenges for companies:

• SpeedSocial media means real-time communication. Posts on customers' Facebook pages are immediately visible to the public. Good if they contain praise. But when it comes to complaints or criticism, the response is immediate. A quick response that addresses the customer problem, accepts or refutes criticism is a must! Because thousands of users are reading along and forming their own impression of the company.
• The publicWhile complaints used to be reported to customer service almost exclusively via a hotline, customers are now increasingly using social media to make complaints. This makes them immediately visible to others. Companies are judged by how quickly they manage to solve the problem. If you don't react at all at first, you will quickly lose out and have to be prepared for harsh criticism.
• AuthenticityIt has never been easier for customers, employees and the interested public to pillory widespread untruths about companies. Anyone who presents themselves as an exemplary employer in their marketing articles, but actually manages with pressure and strict hierarchies that nip any creativity in the bud, must expect to be exposed on social media. Dissatisfied (former) insiders will voice their opinions and set the record straight. On the other hand, there is no better advertising measure than the authentic online comments of satisfied employees and customers who praise products, services and the employer brand. They become the mouthpiece of successful employer branding and product marketing. This also shows how closely internal and external corporate communication are interlinked.

The use of a social media manager is therefore almost mandatory for companies. After all, the management of Twitter, Facebook and the like can hardly be managed "on the side". Those who follow the laws of Web 2.0 and take on the challenge can only benefit.

Content marketing: trend continues

Traditional advertising through commercials and advertisements will probably remain relevant for marketing the product range. But the trend towards Content Marketing The trend continues: with the constant availability of information via mobile devices such as tablets or smartphones, we are now used to always being online. On the other hand, we are oversaturated by the constant stream of advertising. So-called advertising blindness is the result.

The provision of content with added value therefore plays an important role in external corporate communication. This is because these are "pull factors": customers, users and business partners search for this information online and are thus "drawn" to the website. A visually and content-wise entertaining and appealing presentation is a must. After all, nobody wants to be bored.

Suitable formats are

• Blogs: regularly published specialist articles on specific topics
• TutorialsHow-To's explain how to do an updo or repair the washing machine - always in demand on the Internet. Can be published as an article or as a video on your own YouTube channel.
• Webinars: If you are an expert, you can teach others - e.g. in a webinar.
• Interviews with experts
• Testimonials
• Test reports and Reviewse.g. via specialist books or products.

Influence through influencers

Influencer marketing is a relatively new development that is already being used by major fashion houses, for example. Glossy ads with styled models could soon be a thing of the past. Instead, Gucci, Givenchy and Dior are courting stars such as Rihanna and Beyoncé, who have a large following on Instagram and the like. When they post a picture of themselves in a new Louis Vuitton dress, it drives up sales figures. Customers are now up close and personal. Isolation is a thing of the past. The Internet and social media are not only revolutionizing external corporate communication, but also the companies themselves: internal communication processes and corporate culture are influenced by the new possibilities.

You can find out what this means for internal corporate communication, employee retention and management culture in one of the next articles.

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