Outward Communication

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  • Information that flows from individuals/employees in an organization to clients of that organization and other players that are interested in the organizational goals and activities. Different from downward or upward communication, outward commu nication is the spokesperson's chief role in an organization as he or she represents the organization before the public. Consequently, it is extremely important that the employees, and in particular the spokesperson, have a strong grasp and understanding of the philosophy, vision, mission, and objectives of the organization, and it is important how these are communicated to clients of the organization and to the public, depending on the nature of the organization. Clear explanation of policies, rules, and regulations promotes good public relations, and the image of the organization depends on it.

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